Arsenal, a London-based English Premier League side, is gearing up for an epic return to the UEFA Champions League. As a result, the football club has named Betway, a leading UK-licenses sports betting brand, its official international betting partner.
The companies intend to use the multi-year contract to improve the general fan experience by developing and distributing worldwide activations and exclusive content on all social media channels.
Commenting on this agreement, Anthony Werkman, the Chief Executive Officer of Betway Group, expressed his happiness in announcing the partnership. He noted that the company is proud to build an exciting and enviable international sports sponsorship portfolio.
"We're excited to work together to deliver great content and experiences for Arsenal's huge global supporter base and Betway will also be working with the club to ensure the partnership follows industry marketing protocols and important responsible gambling practices," Werkman added.
The Gunners are the newest addition to the operator's football portfolio of arrangements in the English top-flight. The betting brand also has similar agreements with teams in La Liga and the Bundesliga.
In 2019, Betway and West Ham signed a huge 6-year partnership deal worth £60 million. However, the agreement is facing an uncertain future as the Premier League is set to introduce new rules preventing top-flight teams in the United Kingdom from having betting companies on their matchday shirts.
Wekman noted that Betway has "strong connections" to North London, where the company has an office, and it will be nice to see their branding around the stadium. He reaffirmed Betway's commitment to supporting Arsenal locally and internationally.
On their part, Juliet Slot, Arsenal's Chief Commercial Officer, said the club is pleased to announce Betway as its official global betting partner. She continued:
“It is the latest of a number of global brands to join our family of partners in recent weeks, a further sign of our commercial strength as a club. We are excited to work with Betway to bring more experiences for our supporters across the world and promote the importance of responsible gambling.”
Following this agreement, all domestic Premier League, FA Cup, and Carabao Cup games at Emirates Stadium will feature branding from the leading sports betting site.