Betway launches safer gambling campaign with Manchester City in Africa
The initiative leverages the club’s popularity on the continent to place responsible gambling messages in front of millions of football fans.
Nigeria.- Betway has teamed up with Manchester City to roll out a safer gambling campaign, specifically targeting customers in Africa. The initiative leverages the club’s popularity on the continent to place responsible gambling messages in front of millions of football fans. Content will appear on digital platforms, matchday advertising and social media channels that carry Manchester City games.
Betway said the campaign forms part of its overall responsibility strategy. A statement from the company read: “As one of our flagship sponsorships, this partnership helps us amplify an important message: while entertainment is central to what we do, safe and responsible play always comes first. It is a reflection of our commitment to super-honesty, being transparent, responsible and putting player wellbeing at the heart of every decision.”
The partnership with the Premier League club kicked off in July 2024 and already includes branding on training kits and digital assets. This new campaign adds dedicated safer gambling material to those channels. The operator added: “By working with Manchester City, we are bringing responsible gambling into the mainstream conversation and encouraging customers to make informed choices every time they bet.”
Betway operates licensed sites in several African countries, including South Africa, Ghana, Kenya, Nigeria and Zambia. The company has run similar responsible gambling drives in recent months, including a continent-wide “Bet the Responsible Way” programme that promoted deposit limits, time-outs and self-exclusion tools.
By placing the message alongside a club as popular as Manchester City, it gives an extra reach in markets where football and betting often go hand in hand. The campaign will run for the remainder of the 2025/26 season, with performance measured through customer surveys and use of the available protection tools.
