Betway and Man City take responsible gambling across Africa
Betway has expanded its partnership with Manchester City to launch a responsible gambling initiative across multiple African markets, signalling a shift in how operators approach player protection. The campaign integrates safer gambling messaging into football broadcasts, matchday advertising, and digital platforms associated with the Premier League club, reaching millions of fans across the continent.
Rather than positioning responsible gambling as a separate compliance requirement, Betway is embedding the message directly into high-engagement football environments. The strategy reflects the operator’s view that responsibility is most effective when delivered in familiar and trusted contexts. Football’s growing popularity across Africa, driven by broadcast reach and online engagement, makes it a powerful channel for promoting informed betting behaviour.
The initiative forms part of Betway’s broader “Bet the Responsible Way” programme, which promotes practical player protection tools including deposit limits, time-outs, and self-exclusion. These features are being actively highlighted through the Manchester City partnership to raise awareness and encourage responsible play. Licensed markets such as South Africa, Kenya, Ghana, Nigeria, and Zambia are a key focus of the campaign.
Betway stated that the partnership aligns with its commitment to transparency, super-honesty, and placing player wellbeing at the centre of its operations. The company emphasised that while entertainment remains central to its offering, safe and responsible play must always come first.
The campaign will run until the end of the 2025/26 season, with effectiveness measured through customer surveys and monitoring the use of protection tools. This data-driven approach reflects increasing expectations from regulators and stakeholders for tangible responsibility outcomes.
By combining one of Africa’s most followed football brands with responsible gambling messaging, Betway is positioning player protection as a reputational imperative rather than a marketing add-on. The move highlights a broader industry trend where major sponsorships are increasingly expected to deliver social value alongside commercial reach.
