Betway and Manchester City Amplify Responsible Gambling Message Across Africa

Betway has launched a continent-wide ‘Safer Gambling’ campaign in partnership with Manchester City, targeting responsible betting across key African markets. The initiative is rolling out in licensed jurisdictions including South Africa, Ghana, Kenya, Nigeria and Zambia, with its impact measured through customer surveys and engagement with safer gambling tools.

The campaign, scheduled to run through the 2025/26 football season, leverages Manchester City’s global reach to bring responsible gambling into everyday football conversations across the continent. Messaging focused on safe betting habits will appear across digital channels, matchday advertising and social media platforms linked to the club’s fixtures and content, allowing Betway to reach millions of fans in a familiar and trusted sporting environment.

“As one of our flagship sponsorships, this partnership helps us amplify an important message: while entertainment is central to what we do, safe and responsible play always comes first. It is a reflection of our commitment to super honesty, being transparent, responsible and putting player wellbeing at the heart of every decision,” the company stated.

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Betway says the campaign is part of its overarching commitment to player welfare and ethical conduct. In a company statement, Betway stressed that “By working with Manchester City, we are bringing responsible gambling into the mainstream conversation and encouraging customers to make informed choices every time they bet.”