Betway and West Ham United partnership to last another 6 years

27 May 2019

Betway partners with West HamWest Ham United and Betway have now extended their partnership for another 6 years. Betway has been the official sponsor of the club since 2015. West Ham United Vice-Chairman Karren Brady was thrilled about this latest development stating that it sets a new record regarding the sponsorships of the club. Brady also stressed that West Ham United anticipates that the extension of the deal will bring mutual benefits to both sides.

Will Betway be Able to Keep Marketing its Brand?

It's no news that the UK market has been quite turbulent lately with all the recent upheaval regarding sportsbook sponsorships and advertising. While this is focused mostly on TV, it has caused a lot of discussion by numerous figures in the industry who argue that the negative effects of sports betting ads should be taken very seriously into consideration.

Following December's whistle-to-whistle ban on TV sports ads, PR gambling specialist Alex Donohue stated that although the ban targets TV advertising, a widespread implementation on many more marketing channels is to be anticipated. Donohue does not seem to regard it as a means to prevent worse advertising effects but actually as the beginning of an extensive range of marketing and advertising limitations on gambling products. It's interesting to note that GVC Holdings has joined this new wave of putting an end to sportsbook sponsorships.

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Betway has been around the corner for more than 10 years, but they had to change their strategy in order to alter their image. After their first ups and downs, nowadays, they are considered a solid group and bookie. They turned their attention exclusively towards regulated markets, enhanced their product, and are members of important organisations like IBAS and ESSA, proving that security and transparency come first. The odds and total sports offering could be easily compared to popular bookies. I feel satisfied with the mobile app and website speed and response and with the fact that the CS is war-ready 24/7. Although I want to see them improving their in-play odds, adding Asian lines and expanding to even more European countries, they surely are a book worth your time.

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