London, 16 February 2026 – M+C Saatchi Sport & Entertainment, part of the global M&C Saatchi Group network, is delighted to announce that it 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.
This collaboration marks an exciting milestone as Betway, a leading global gaming and entertainment brand, accelerates its efforts to engage audiences in innovative and culturally relevant ways. M+C Saatchi Sport & Entertainment will bring its deep expertise in sports marketing, cultural insights, and creative storytelling to deliver integrated campaigns that resonate with Betway’s target communities and partners.
This includes the agency’s experience on the F1 grid with global Formula One sponsors The LEGO Group, Barilla and Heineken, launching new sponsor Allwyn onto the grid with McLaren, and Formula One, and working directly with Oracle Red Bull Racing.
“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.”
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