TTTT West Ham

Lloyd Hartman

How Betway promote safer gambling while supporting sport.

Betway are very proud to offer their customers a fair, safe, secure and responsible environment to bet in.

Throughout 2021, Super Group-owned Betway have dedicated 25% of their social content to safer gambling messages. In an ever-changing world, social media is an important way to communicate with customers and Betway know it is important to offer reminders of their safer gambling tools and how to receive support via these channels.

As one of the leading sponsors in global sport, the brand utilises those partnerships to proactively push safer gambling messaging, not just to their customers, but to the millions of eyeballs watching sport around the world.

It is hugely important for the brand to continue to educate their customers, their partners and their staff on how to bet responsibly.

Each year, Betway delivers both safer gambling and responsible marketing and Code of Conduct sessions to employees of their partners, from playing and coaching staff of football clubs to the teams around the world who they support in the esports industry.

Betway have also created a dedicated Responsible Gambling page on the West Ham United website. It informs visitors on how to manage their gameplay, how to be safe and responsible with gambling, which tools are available and a look at how Betway work responsibly with the club.

In October, Betway donated assets to support the Betting and Gaming Council’s new campaign, Take Time To Think. The launch of the new vital message was showcased on the LED boards at the London Stadium for West Ham United v Tottenham Hotspur, a game broadcast on Sky Sports Main Event. Betway, their partner West Ham United and their stadium, the London Stadium, also worked collaboratively to push the message on digital signage boards both inside and outside of the venue, garnering lots of coverage with viewers on television and to the tens of thousands of fans, who were attending the 2pm kick off.

Betway and West Ham United again worked closely together to push another important message during the industry-wide initiative, Safer Gambling Week, which took place between 1 and 7 November. They had collaborated to create a dedicated content piece with West Ham United stars Kurt Zouma, Michail Antonio, club captain and legend Mark Noble and the First Team Coach, Kevin Nolan. The video content achieved huge engagement across all social platforms and again helped promote the week’s significant message.

Taking place on Sunday 7 November West Ham United v Liverpool at the London Stadium, Betway donated their LED space to offer tailor-made safer gambling week creative, as well as donating their warm-up tops to a bespoke SGWeek branding, giving further promotion of Safer Gambling Week.

It wasn’t just football that Betway showcased their support of the week. As the leading backer of UK and Irish horse racing, Betway sponsored at six individual fixtures during the designated week and at each of their sponsored meetings, donating the race title of “Betway Supports Safer Gambling Week” to at least one race.

Lloyd Hartman is Head of UK at Betway Group

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