This year marks a significant milestone for Super Group as the company celebrates two hallmark anniversaries; it has been a decade since its Betway brand became a sponsor for the Cheltenham Festival Champion Chase and Premier League club West Ham United. These milestones highlight the longevity of partnerships that are rare in sports—only three other Premier League teams have sustained sponsorships longer: Liverpool, Manchester City, and Arsenal.
Super Group’s CEO, Neal Menashe, reminisced about the initial buzz within the company when these deals were inked, a buzz that seemingly persists today across the business. The global reach of Betway’s gambling sponsorship is evident through its work with over 60 partners, including the NBA’s Chicago Bulls, Premier League’s Arsenal, and the NHL’s New Jersey Devils.
Menashe attributes the enviable brand awareness facilitated by sponsorship deals to effectively spreading costs across a multitude of markets. Statistics suggest that nearly 60% of all Premier League matches broadcasted will feature Betway branding, providing countless opportunities for exposure.
But exposure alone doesn’t equate to success. The challenge, Menashe points out, is in converting those “eyeballs” into meaningful customer engagements, balancing the marketing budget against the net gaming revenue return. The stellar revenue of €1.4 billion reported for 2023, an 8% year-on-year increase, indicates that Super Group is adept at mastering this balancing act.
A key element to this success, as Menashe emphasizes, is the strength and drive of the Super Group team, a collective of innately competitive individuals fixated on tackling the next challenge with an unwavering customer focus. This capable team is built on longstanding dedication; Menashe himself has been with the group since the early days, and key executives such as President Richard Hasson and CFO Alinda van Wyk have tenures dating back to 2012 and 2007 respectively.
In the realm of global competition, Super Group’s reach extends into various markets, with significant revenue streams coming from North America, Africa, and the Middle East. Menashe cites Africa as a burgeoning powerhouse with a footprint in seven regulated countries and plenty more opportunities on the horizon. Despite African gambling markets being in their infancy, Menashe sees limitless growth potential and is positioning the company to capitalize on these emerging markets.
Moreover, as online gaming moves into its fourth decade, Super Group keeps an eye on other regions such as Latin America, where regulated markets, though nascent, are steadily growing. Menashe draws parallels between the dynamics in Africa and those in Latin American countries, with the recognition that sports like football offer a universal appeal that benefits Betway’s partnerships, particularly in the English Premier League, adding brand visibility on a global scale.
However, Super Group is judicious with its partnerships and market investments, continually evaluating deals for profitability before renewals and entry into new territories. An example of this cautious approach is illustrated in the company’s decision to withdraw from the Indian market following the imposition of a high Goods and Services Tax, which rendered operations non-viable.
Similarly, the German market faced adjustments due to high taxes, prompting Super Group to adapt its gaming offerings to maintain an economic return. Menashe speaks to the importance of a well-regulated market that levels the playing field and effectively combats illegal activities.
Regulation, according to Menashe, is an inevitable part of the industry’s progression, and Super Group welcomes it as it allows the market to function correctly. As for the future, Super Group bank on artificial intelligence (AI) to shape interaction with customers and operational aspects of gaming businesses.
Super Group’s approach—cautiously optimistic and focused on return on investment rather than mere presence—may be why they have been able to build a global brand from scratch. Two decades of strategic marketing investments are paying off as Super Group looks to maintain and expand its global market presence, even in the face of an industry that is rapidly consolidating and evolving.
In conclusion, Super Group, under Neal Menashe’s leadership, continues to forge a path of calculated growth and sustained partnerships, positioning itself as an enduring player in the international gaming and betting landscape.
