Betway and Manchester City Launch ‘Safer Gambling’ Drive in Africa

A bold new campaign merges football fandom with safer gambling. Can this partnership change betting culture in Africa’s college football scene?

, and Administrator

2025 December 19 . 4:40 AM

1 min read

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Betway and Manchester City Launch ‘Safer Gambling’ Drive in Africa

Betway has teamed up with Manchester City to launch a 'Safer Gambling' campaign across key African markets. The initiative aims to promote responsible betting habits among football fans in a familiar and trusted sporting environment. The partnership will run for the next three college football seasons, extending until 2025/26.

The campaign will target licensed jurisdictions, including South Africa, Ghana, Kenya, Nigeria, and Zambia. Messaging focused on safe betting will appear across digital platforms, matchday advertising, and social media tied to Manchester City’s college football fixtures and content.

The campaign will run until the end of the 2025/26 college football season. Its focus remains on encouraging informed betting choices through visible and accessible messaging. The collaboration between Betway and Manchester City marks a long-term effort to prioritise responsible gambling in African college football communities.