• 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
• As part of the campaign launch, the Betway Clubhouse will open in South Africa as a limited-time sports viewing destination from 19 August to 27 September

Betway, the leading global online betting and gaming brand owned by Super Group (SGHC) Limited, today unveiled its new ‘Betway Clubhouse’ global integrated marketing campaign, alongside the launch of the Betway Clubhouse, a six-week immersive sports viewing experience in Rosebank, Johannesburg, that brings the campaign to life for South African fans.

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.

In South Africa, the campaign comes to life through the Betway Clubhouse, an immersive pop-up experience hosted at Benchwarmers in Rosebank, Johannesburg, from 19 August to 27 September 2026. Inspired by the virtual clubhouse featured in the campaign film, the venue serves as a premier destination for sports fans to come together and enjoy live sporting action across Betway’s extensive sponsorship portfolio. Through interactive activations, exclusive experiences and a vibrant viewing environment, the Betway Clubhouse brings the campaign’s ‘Feel the Action’ message into the real world, creating a unique space where local and international sport can be experienced under one roof.

Neal Menashe, Chief Executive Officer of Super Group – the holding company for Betway, 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 organisations.”

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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