Betway enhances UK marketing presence with Surrey CCC deal

International online sports betting and gaming operator Betway has bolstered its marketing strategy in the UK via a sponsorship arrangement with Surrey County Cricket Club.

Under the terms of the agreement, Betway will benefit from venue branding at all domestic and international matches held at Surrey’s Kia Oval home ground, and its logo will feature on the team’s Vitality T20 Blast shirts. 

“We are extremely happy to be announcing our partnership with the Surrey County Cricket Club,” said Anthony Werkman, CEO of Betway.

“It enforces our continued commitment to cricket and we can’t wait to watch the team compete in the Vitality T20 Blast, LV= Insurance County Championship and Royal London One Day Cup.”

In addition to strengthening its brand visibility in the UK, the agreement has also expanded Betway’s already strong cricket portfolio, having struck partnerships with Cricket South Africa and Cricket West Indies, in addition to enlisting former England international Kevin Pietersen.

“It’s great to see Betway and my old county Surrey going into partnership,” Pietersen remarked. “I had a great time at the Kia Oval. The atmosphere there is fantastic and always helps to make the cricket an exciting spectacle.

“Surrey are competing for three different county titles, as well as hosting the fourth match of a blockbuster Test series between England and India. It looks set to be a memorable summer of cricket.”

Charlie Hodgson, Managing Director of The Kia Oval, added: “As we look forward to a hugely exciting season at The Kia Oval we’re very happy to be partnering with Betway, one of the UK’s most exciting and innovative betting companies.”

Outside of cricket, Betway has continued to maintain its presence as a dominant betting operator in the esports space, having renewed its partnership with Paris Saint-Germain’s PSG.LGD Dota 2.

Additionally, the firm also returned to professional tennis earlier this year, securing an agreement with the Miami Open to become the principal betting partner of the ATP and WTA 1000 sanctioned tournament.