Betway, a leading global online betting and gaming brand, and the Official Global Betting Partner of Premier League champions Manchester City, has launched its new ‘Safer Gambling’ campaign across Africa. This initiative reflects Betway’s ongoing commitment to player protection, responsible play, and community well-being.
The campaign, rolled out in Betway’s African markets, aims to elevate safe gambling practices in conversations among players and football fans. Through this initiative, Betway and Manchester City encourage players to make informed and balanced choices, emphasizing that while entertainment is central to the Betway experience, safe and responsible play always comes first.
“As an entertainment brand with a global footprint, we recognize the importance of supporting our customers to bet responsibly,” said a Betway spokesperson. “This campaign embodies our core value of super honesty being transparent, responsible, and prioritizing player well-being in every decision we make.”
This campaign builds on Betway’s multi-year global partnership with Manchester City, announced ahead of the 2024/25 season. Betway became the club’s Official Global Betting Partner, marking one of the most significant sponsorship extensions in its sports portfolio. As part of this partnership, Betway and Manchester City are committed to promoting responsible gambling, including educational outreach and integrity training for players, coaches, and staff.
The Safer Gambling campaign will feature educational content across various digital channels, social media engagement, in-market streamed video messages, and locally tailored awareness activities. These efforts are designed to spark meaningful conversations about safe play. Key responsible gambling principles highlighted in the campaign include setting personal limits, reflecting on betting habits, and knowing when to seek help or adjust behavior.
“We want our customers to enjoy their experience but also to engage with it thoughtfully and responsibly,” Betway spokesperson added. “By collaborating with Manchester City, we can bring this important message into the mainstream, encouraging players to make informed choices every time they bet.”
Betway’s ongoing efforts in safer gambling are part of the company’s broader responsible gaming framework, which includes tools like deposit limits, session time controls, and self-exclusion options available to players across its markets. Betway has also received recognition for its leadership in responsible gambling initiatives within the industry.
About Betway
Betway is a global online sports betting and gaming company, part of Super Group (SGHC) Limited, with operations in multiple regulated markets worldwide. Since 2006, Betway has become a recognized partner in the global sports community, sponsoring leading teams and leagues while prioritizing player safety and responsible play.
About Manchester City
Manchester City Football Club is one of the world’s leading professional football clubs and champions of the English Premier League. Through its success on the pitch and global partnerships, Manchester City is committed to fostering positive fan engagement and promoting integrity and responsibility both on and off the field.
