Super Group launches Betway Clubhouse
Super Group has launched Betway Clubhouse, a global marketing platform that puts Thierry Henry, UFC middleweight champion Dricus du Plessis and MLB All-Star Vladimir Guerrero Jr. alongside players and athletes from five of the Betway brand’s biggest sponsorship deals. The campaign went live on 19 August 2026, built by M+C Saatchi Sport & Entertainment London.
The roster spans 27 ambassadors and partner athletes in total. Alongside Henry, du Plessis and Guerrero Jr., a six-time MLB All-Star, it includes Williams F1 drivers Carlos Sainz and Alex Albon, members of South Africa’s Springbok squad, and players from Arsenal, Manchester City and Manchester United, where Betway holds a Principal Partnership. The Atlassian Williams F1 Team and the South African Rugby Union round out the club and federation side of the campaign. Du Plessis, the UFC middleweight champion, gives the South African leg of the roster a second high-profile name alongside the Springboks.
One brand world instead of five separate deals
Betway has run individual sponsorship activations with each of these partners for years, each promoted largely on its own. Clubhouse is designed to collapse those separate activations into a single recurring platform, running under the tagline “Feel the Action,” rather than treating each partner deal as its own standalone campaign moment.
“We want to be entertaining people, and the by-product should be that they consider you and want to be part of your brand world,” said Wayne Merris, Betway’s Director of Sponsorship.
Merris described the goal as giving the sponsorship portfolio a common platform, rather than activating each partnership on its own.
Neal Menashe, Super Group’s CEO, framed the campaign as a statement on the size of the portfolio behind it.
“This campaign features an incredible lineup of sporting icons, highlighting the depth and prestige of our partnerships,” said Menashe.
Ten shoots across four cities
Producing the campaign took ten coordinated shoots across London, Manchester, Nice and Johannesburg, pulling together athletes from football, rugby, motorsport, mixed martial arts and baseball under one script and visual identity.
“Betway Clubhouse is a bold creative idea designed to unite world-class talent under one distinctive brand world,” said Ross Watson, managing director at M+C Saatchi Sport & Entertainment.
The output is a long-format piece distributed across TV, digital and outdoor media, cut down into shorter assets for the individual markets where Betway operates.
Pop-up clubhouses in London and Johannesburg
Beyond the media buy, Super Group is running six-week pop-up venues themed to the campaign in both cities. In London, the activation takes over the Wolfpack sports bar in Fulham; a parallel venue runs in Johannesburg, closer to Betway’s South African sponsorship base with the Springboks. Both are built to host fans during live matches and events tied to the partner clubs and federations rather than function as one-off launch parties, and both sit alongside the digital and outdoor push rather than replacing it.
What the unified platform is meant to do next
Betway signed Henry as a global ambassador in August 2025, a year before Clubhouse brought him into a shared campaign with the rest of the roster. Whether the platform holds up depends on whether Super Group keeps refreshing it with new activations tied to the football season, F1 calendar and rugby fixtures across its core markets, rather than letting it fade after the launch cycle. The bet, according to Merris, is that a single recognisable brand world travels better across markets than five disconnected sponsorship campaigns ever did. That bet plays out first in London and Johannesburg, where the pop-up venues give an early read on whether fans engage with Clubhouse as a destination in its own right, before Super Group decides how far to extend the format into its other markets and brands.
Source: Super Group
