Betway appoints M+C Saatchi Sport & Entertainment

M+C Saatchi Sport & Entertainment has been appointed as the agency partner for Betway after a competitive pitch. Under the new partnership, M+C Saatchi Sport & Entertainment will develop a global through-the-line campaign for Betway including advertising, communications, sponsorship activation, content creation, and fan engagement initiatives. The agency will bring to life the brand’s Feel the action ethos across its varied portfolio of global sponsorships which includes Arsenal FC, Atlassian Williams F1, Manchester City, the Springboks and global ambassador Thierry Henry, with a focus on driving meaningful connections with fans and stakeholders across sport and entertainment ecosystem.

“We are thrilled to be partnering with Betway,” said Ross Watson, Managing Partner, M+C Saatchi Sport & Entertainment. “This partnership reflects our shared commitment to creativity, cultural engagement, and fan-first experiences. We look forward to building work that drives impact — not just impressions — and elevates Betway’s presence across sport and entertainment platforms.”