Betway secures the position of top European sports betting partner for Chelsea Football Club
Sportsbook Betway and Chelsea FC ink multi-year deal
English Premier League side Chelsea FC and betting provider Betway have struck a multi-year partnership. The club made the announcement in a statement on their website [English link].
This partnership, which sees five-time Premier League champions Chelsea FC team up with Betway, presents exclusive content and events for the football club's supporters. Fans can expect meet-and-greets with current players and legends, as well as the chance to win unique experiences on the sidelines and participate in guided stadium tours of Stamford Bridge.
Anti-gambling sponsorship ban to take effect in EPL from 2026/2027 season
In the 2026/2027 season, an anti-gambling sponsorship ban will be implemented in the English Premier League. This move was agreed upon by English football clubs and the Premier League as part of the regulation of gambling advertising from 2023. However, this ban only affects the advertising on the front of the jerseys.
On the jersey sleeves and advertising boards inside stadiums, gambling advertising will still be allowed. Liverpool FC, for instance, recently unveiled Ladbrokes as their new sports betting partner in the UK and Ireland.
The Premier League has established a code of conduct for collaborations with sports betting sponsors that prohibits any gambling advertising within the family block of Premier League stadiums. This is aimed at reducing gambling advertising in England and protecting minors and problem gamblers from potential addiction.
Betway secures advertising opportunities at Chelsea FC home games
Through its partnership with Chelsea FC [English link], Betway has secured numerous advertising opportunities. In the home matches during the Premier League and various cup competitions, Betway can showcase advertisements on the LED boards at Stamford Bridge stadium.
Additionally, advertising rights on the social media channels of the English football club are part of the new agreement. This allows Betway to engage with the club's fans and present new content about the team.
Betway aims to collaborate with Chelsea FC on a safe gambling campaign. Exclusive training content to reinforce the bond between the club and its fans is also in the works. Chelsea FC announced in a press release:
Betway, an online sports betting and gaming brand, is now the official European betting partner of Chelsea Football Club. Betway, a subsidiary of global digital gaming company Super Group, boasts a wealth of experience in elite football and a impressive stable of partnerships with top clubs in major European football leagues. Under this agreement, Betway and Chelsea will work together to bring fans closer to the action and create engaging content and exclusive experiences.– Press release from Chelsea FCChelsea FC**
Betway boosts European presence via sports club partnerships
Betway has strengthened its position as a gaming provider in Europe through numerous sports club sponsorships. In the English Premier League, Betway has been the main sponsor of West Ham United [English link] since 2015.
Moreover, Betway has a premium partnership with Eintracht Frankfurt [English link] in the German Bundesliga since 2021. In addition, there is also a collaboration with the Bundesliga club VfB Stuttgart [English link] in Germany.
It will be interesting to see if Betway will enter into further partnerships with European sports clubs.
The announcement of Betway's partnership with Chelsea FC on their website highlighted exclusive fan experiences, such as meet-and-greets and guided stadium tours. Despite the upcoming anti-gambling sponsorship ban in the EPL, Betway has secured advertising opportunities at Chelsea's home games, including LED boards and social media channels.
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