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FEATURE
Thanks to a worldwide portfolio of sports sponsorships , Super Group ’ s Betway brand is internationally recognised . CEO Neal Menashe tells Robin Harrison why these deals are a cost-effective way to build a powerful , global operation
S uper Group celebrates two anniversaries this year . It ’ s 10 years since its Betway brand signed sponsorship deals with the Cheltenham Festival Champion Chase and Premier League club West Ham United .
The end to front-of-shirt sponsorship deals in England ’ s top division will impact the West Ham partnership , but such a long relationship is increasingly rare . Only three other Premier League teams – Liverpool , Manchester City and Arsenal – have remained with a sponsor for longer .
“ I can remember how excited everyone in the company was when we signed the Cheltenham and West Ham United deals ,” Super Group chief executive Neal Menashe recalls . “ Although nearly a whole decade has passed , that same sense of excitement is in the business .”
Betway ’ s gambling sponsorship portfolio is now global . It works with over 60 partners including the NBA ’ s Chicago Bulls , Premier League side Arsenal and the NHL ’ s New Jersey Devils .
According to Menashe , sponsorship delivers an “ enviable ” level of brand awareness , which in turn helps amortise sponsorship costs across a range of global markets . He estimates almost 60 % of all Premier League matches broadcast will showcase the Betway brand in some way , for example .
“ The business challenge is how to convert those eyeballs into meaningful customer engagements ,” he continues . “ Put simply , this industry is all about managing the marketing budget against NGR return .
“ While we are never going to spend 100 % of our marketing budget on sports sponsorship , it is imperative to have them from a brand awareness perspective .”
CONVERTING EYEBALLS TO ENGAGEMENT
Super Group ’ s challenge is to harness this top-of-funnel engagement in order to turn that user into a recurring customer . Revenue of € 1.4bn for 2023 – an 8 % rise year-on-year – suggests it is doing something right .
Multiple factors play into this process , Menashe explains , most importantly his Super Group colleagues . “ We are innately competitive people who get up
38 • ISSUE 136 • iGB L ! VE 2024