Betway brings global sporting stars to Johannesburg with new Clubhouse campaign
Betway has launched a new global marketing campaign designed to put fans at the centre of the sporting experience, with Johannesburg chosen as one of the first cities to bring the concept to life.
The betting and gaming brand has unveiled Betway Clubhouse, a new global campaign that brings together some of the biggest names, teams and sporting properties associated with the brand.
In South Africa, the campaign will take on a physical form through a six-week Betway Clubhouse experience at Benchwarmers in Rosebank, Johannesburg, running from 19 August to 27 September 2026.
The initiative is built around Betway’s “Feel the Action” concept, creating a destination where fans can watch live sport, interact with the brand and experience several of Betway’s major sponsorship properties under one roof.
Manchester United, Arsenal and Man City feature
The campaign’s headline film features an impressive collection of sporting stars and teams from Betway’s global partnership portfolio.
Among those featured are Manchester United, following the club’s recent appointment of Betway as Principal Partner, as well as Arsenal and Manchester City.
The line-up also includes football legend Thierry Henry, UFC champion Dricus du Plessis, six-time MLB All-Star Vladimir Guerrero Jr., members of the Springboks, and Atlassian Williams F1 Team drivers Carlos Sainz and Alex Albon.
Rather than focusing on one particular sport, Betway Clubhouse aims to showcase the brand’s footprint across football, rugby, motorsport, baseball and combat sports.
The campaign was created with London-based agency M+C Saatchi Sport & Entertainment and is being rolled out across Betway’s international markets through television, digital, outdoor advertising and fan experiences.
Johannesburg becomes the clubhouse
For South African supporters, the campaign moves beyond advertising with the launch of the physical Betway Clubhouse.
The Rosebank venue has been designed around the virtual clubhouse featured in the campaign and will provide fans with a dedicated space to follow live sporting action.
Visitors can expect interactive activations, sporting entertainment and exclusive experiences, with the venue bringing together local and international sporting content.
Betway CEO Neal Menashe said the campaign reflects the passion that connects the company’s customers with sport.
“Betway Clubhouse captures the excitement and passion that our customers experience as sports fans every day, while showcasing the truly global nature of the Betway brand.”
A global campaign with a local footprint
The campaign represents an attempt by Betway to create a single platform that can connect its various sporting partnerships while maintaining a strong focus on fan engagement.
M+C Saatchi Sport & Entertainment Managing Director Ross Watson said the objective was to develop a campaign capable of matching the scale of Betway’s international sporting portfolio.
The campaign film was produced by Common People and directed by Virgil Ferragut, with production taking place across more than 10 shoots in cities including London, Manchester, Nice and Johannesburg.
The production was filmed using bespoke sets and, according to Betway, without the use of AI.
For Johannesburg sports fans, however, the most tangible part of the campaign will be the Rosebank clubhouse, which is set to turn the city into a temporary meeting point for followers of some of the world’s biggest sporting events.
The Betway Clubhouse runs at Benchwarmers in Rosebank from 19 August to 27 September 2026.
