South Africa – 20th August 2026 – Betway, the leading global online betting and gaming brand owned by Super Group (SGHC) Limited, today unveiled its new ‘Betway Clubhouse’ global integrated marketing campaign, alongside the launch of the Betway Clubhouse, a six-week immersive sports viewing experience in Rosebank, Johannesburg, that brings the campaign to life for South African fans.
Produced in partnership with London-based agency M+C Saatchi Sport & Entertainment, Betway Clubhouse brings together an elite line-up of global sporting stars. Talent is featured from across the betting brand’s extensive stable of partners, including Manchester United, as their newly announced Principal Partner, Arsenal FC, and Manchester City. Also featured are football legend Thierry Henry, UFC champion Dricus du Plessis, six-time MLB All-Star Vladimir Guerrero Jr., members of South Africa’s Springbok rugby squad, and Atlassian Williams F1 Team drivers Carlos Sainz and Alex Albon
The film highlights the breadth and scale of Betway’s global sporting partnerships, reflecting the brand’s presence across some of the world’s biggest teams, leagues and sporting competitions. It’s a virtual representation of the ultimate game-day destination where sports fans can come together and truly ‘Feel the Action’.
A full 360-degree through-the-line campaign, Betway Clubhouse will serve as Betway’s consistent brand platform integrated through the funnel, for a unique and immersive fan-centric experience.The campaign is headlined through a long-format advert that will be promoted across Betway’s markets globally, extending beyond the screen to TV, digital and outdoor – along with digital and physical experiences across Betway’s portfolio of partners.
In South Africa, the campaign comes to life through the Betway Clubhouse, an immersive pop-up experience hosted at Benchwarmers in Rosebank, Johannesburg, from 19 August to 27 September 2026. Inspired by the virtual clubhouse featured in the campaign film, the venue serves as a premier destination for sports fans to come together and enjoy live sporting action across Betway’s extensive sponsorship portfolio. Through interactive activations, exclusive experiences and a vibrant viewing environment, the Betway Clubhouse brings the campaign’s ‘Feel the Action’ message into the real world, creating a unique space where local and international sport can be experienced under one roof.
