Above: Super Group share price performance.

Super Group has announced that Chelsea Football Club has agreed to a sponsorship deal with Betway Group, one of its UK-based holdings.

Betway will benefit from extensive IP rights relating to the Chelsea brand to create content. It's brand will be featured on the LED advertising boards around the Stamford Bridge pitch during all home league and domestic cup matches.

According to Statista, Chelsea is the fifth most followed Premiership club in the UK. Betway Group says the reach provided by the deal will bolster brand visibility to millions of potential customers globally. The company owns a number of smaller household games, such as betway and Jackpot City Casino.

"We are incredibly proud to partner with the two-time UEFA Champions League winners and the five-time Premier League champions," says Neal Menashe, CEO of Super Group.

The sponsorship deal also covers digital and social media rights. "Chelsea is a truly global club with a hugely successful history. This partnership is a super opportunity for Betway to expand its brand and to reward our loyal customers and engage with football fans in new and thrilling ways. We are super excited to work alongside this club," says Menashe.

Casper Stylsvig, Chief Revenue Officer at Chelsea Football Club, says Betway Group becomes the club's Official European Betting Partner.

"This partnership will offer our supporters incredible opportunities to connect with the club, from interacting with current and legendary players to enjoying VIP hospitality and behind-the-scenes access. We look forward to a successful and dynamic collaboration with Betway over the coming years," he says.

No figure behind the commercial deal was given.

Chelsea has 17 additional partners in differing commercial sectors. Total sponsorship revenue for the 2023/24 season is over $119.1m, with the biggest single investment coming from NIKE, which is an agreement valued at $73.45m per year.

Sponsorship values vary greatly across the different levels of partnership opportunities offered by a rights-holder. The club reported losses of £90.1 million before tax in the 2022-23 financial year.

This represented an improvement in the company’s finances from the 2021-22 financial year, when the reported pre-tax loss was £121.4 million.

The improvement follows record revenues of £512.5 million for 2022-23, with both commercial (£210.1 million) and matchday income (£76.5) million) rising significantly.

The 2022-23 season was Chelsea's first under the ownership of the Clearlake Capital consortium, which took over the club in mid-2022 following the freezing of assets of previous owner, Russian billionaire Roman Abramovich, by the UK government.

Betway Group and Chelsea said the new partnership will see them work closely to deliver "best-in-class training and initiatives as part of a joint, and ongoing, commitment to safer gambling."

UK regulations require businesses in the sector to follow set rules when promoting products and interacting with customers. If they don’t follow the rules, or there are concerns about how a business is being run, the Gambling Commission will investigate and "take action where appropriate."

The Commission also work with other regulators, charities and organisations to understand gambling habits and trends, promote safer gambling practices, and ensure that gambling is safe.

Businesses and individuals who do not follow rules and regulations aimed at ensuring customers are adequately protected can expect regulatory action.

When action is necessary, we have a range of powers, including:

Issuing a warning, attaching an additional licence condition, removing or amending a licence condition, suspending a licence, revoking a licence and imposing a financial penalty.