Betway announced Friday it reached a multi-year agreement to be the official global betting partner of reigning four-time Premier League champion Manchester City, as sportsbooks have begun to make their move beyond shirt sponsors in the United Kingdom.
Nine teams in England’s top flight — nearly half the 20-team Premier League — will have sportsbooks as front-of-shirt sponsors for the 2024-25 season. The upcoming season is the last that such deals can be in place after the Premier League voted in April 2023 to voluntarily ban such sponsorships.
The move was widely seen as the Premier League getting out ahead of the release of last year’s Gambling White Paper by the previous government’s administration. It proposed multiple changes to practically every gambling discipline throughout the United Kingdom, some of which have come into effect.
Betway, whose parent company, Super Group, announced earlier this month it would leave the United States sports betting market to focus its energies on internet casino gaming in the mature markets of New Jersey and Pennsylvania, are the front-of-shirt sponsor of fellow Premier League side and East London-based West Ham United.