Global gaming brand Betway has appointed M+C Saatchi Sport & Entertainment as its global agency partner.
Under the new agreement, M+C Saatchi Sport & Entertainment will deliver a fully integrated, through-the-line campaign spanning advertising, communications, sponsorship activation, content creation, and fan engagement.
The agency has been tasked with bringing the brand’s ‘Feel the action’ ethos to life across its global sponsorship portfolio. This roster includes Arsenal, Manchester City, Atlassian Williams F1, the Springboks, and global ambassador Thierry Henry. The work will focus on driving connections with fans and stakeholders across the sport and entertainment ecosystem.
This appointment adds to the agency’s experience within the sports sector, which includes work on the F1 grid with global sponsors such as The LEGO Group, Barilla, and Heineken, as well as direct work with Oracle Red Bull Racing.
Ross Watson, Managing Partner, M+C Saatchi Sport & Entertainment, said, “We are thrilled to be partnering with Betway. 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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