- The film features 27 sporting and entertainment icons, including Thierry Henry, Erling Haaland and Carlos Sainz
- The launch coincides with the start of the English Premier League season and showcases the breadth of Betway’s global sporting partnerships
New York, NY – 20th August 2026 – Super Group (SGHC) Limited (NYSE: SGHC), the parent company of Betway, a leading online sports betting and gaming business, and Spin, the multi-brand online casino, today unveiled their new ‘Betway Clubhouse’ global integrated marketing campaign.
Produced in partnership with London-based agency M+C Saatchi Sport & Entertainment, Betway Clubhouse brings together an elite line-up of global sporting stars. Talent is featured from across the betting brand’s extensive stable of partners, including Manchester United, as their newly announced Principal Partner, Arsenal FC, and Manchester City. Also featured are football legend Thierry Henry, UFC champion Dricus du Plessis, six-time MLB All-Star Vladimir Guerrero Jr., members of South Africa's Springbok rugby squad, and Atlassian Williams F1 Team drivers Carlos Sainz and Alex Albon.
The film highlights the breadth and scale of Betway's global sporting partnerships, reflecting the brand's presence across some of the world's biggest teams, leagues and sporting competitions. It’s a virtual representation of the ultimate game-day destination where sports fans can come together and truly ‘Feel the Action’.
A full 360-degree through-the-line campaign, Betway Clubhouse will serve as Betway’s consistent brand platform integrated through the funnel, for a unique and immersive fan-centric experience.
The campaign is headlined through a long-format advert that will be promoted across Betway’s markets globally, extending beyond the screen to TV, digital and outdoor – along with digital and physical experiences across Betway’s portfolio of partners. The launch coincided with immersive pop-up experiences across the globe – including takeovers of venues in London and Johannesburg this week.
Neal Menashe, Chief Executive Officer of Super Group, said: “Betway Clubhouse captures the excitement and passion that our customers experience as sports fans every day, while showcasing the truly global nature of the Betway brand. This campaign features an incredible lineup of sporting icons, highlighting the depth and prestige of our partnerships with the world’s elite athletes and organizations."
Ross Watson, Managing Director of M+C Saatchi Sport & Entertainment commented: “From the moment we began working with Betway earlier this year, there was a shared ambition to create a brand platform that could match the scale of their global sporting partnerships while putting fans at the heart of the experience. Betway Clubhouse is the result of that ambition, a bold and entertaining creative idea designed to unite world-class talent under one distinctive brand world that can evolve across every touchpoint. It has been a fantastic collaboration with the Betway team, and we're proud to have helped bring this new chapter for the brand to life.”
The campaign was filmed, on bespoke sets and without the use of AI, over ten shoots globally including London, Manchester, Nice and Johannesburg and was produced by Common People alongside Director Virgil Ferragut.
Click here to view all assets from the campaign
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NOTES TO EDITORS
The Betway Clubhouse campaign features an all-star cast of Betway ambassadors and partners across football, Formula 1, rugby union, cricket, horse racing, baseball and MMA. The featured talent includes:
- Thierry Henry who stars as the campaign's lead protagonist, welcoming viewers into the Betway Clubhouse and featuring throughout as the Clubhouse Manager
- Atlassian Williams F1 racing driver Alex Albon who arrives at the Clubhouse in his Formula 1 car alongside Carlos Sainz who dominates the Clubhouse Formula 1 simulator
- Manchester United’s Bruno Fernandes on the dart board hitting a perfect bullseye while teammates Kobbie Mainoo and Matheus Cunha look on with approval
- Six-time MLB All-Star Vladimir Guerrero Jr. who accidentally smashes a baseball past Bruno Fernandes' face
- Former UFC Middleweight Champion Dricus du Plessis as the Clubhouse bouncer
- Kelly Brook who lands a perfect 777 on the Clubhouse casino slot machine.
- Manchester City’s Matheus Nunes alongside teammate Erling Haaland and Antoine Semenyo
- Champion Jockey Paul Townend who lands a nonchalant 3-pointer
- South Africa’s Siphiwe Tshabalala, Spain’s Guti and Mexico’s Andrés Guardado enjoy a game together on the Clubhouse's giant foosball table.
- Arsenal FC in the Clubhouse kitchen with Goalkeeper David Raya, Noni Madueke and Viktor Gyökeres
- Springboks Rugby’s Eben Etzebeth, Ox Nché and Damian Willemse enjoying biltong while watching the action unfold on the Clubhouse screens, before Springbok mascot Impi bursts in to greet them.
- Victor Matfield, Jean de Villiers, legends of South African rugby and Happy Jele, a South African football star, face off over a game of snooker.
- South African cricket legend Graeme Smith discovers his cricket whites have unexpectedly turned pink in the Clubhouse laundry alongside the Betway SA20 team shirts, sharing a puzzled look with fellow cricket star Chris Morris.
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