BetMGM has given up its spot on Tottenham Hotspur’s training kit this week. The ‘SGWeek25’ message now sits where the operator’s logo usually appears.
The partnership between BetMGM and Tottenham started in July 2024. This marks the second time they’ve backed Safer Gambling Week together.
Both playing and coaching staff will wear the modified kit as Tottenham gears up for this weekend’s match against Arsenal. The North London Derby timing gives the safer gambling message extra visibility.
Why This Campaign Matters Right Now
Safer Gambling Week runs from November 17 to 23 across the UK and Ireland. It’s designed to get people talking about gambling habits and available support.
Dan Towse, Brand Director at MGM, stressed the week’s importance. “Replacing our logo on the club’s training kit was crucial to us at BetMGM,” he said. The company sees it as proof of their commitment to responsible gaming.
The campaign started back in 2017 as Responsible Gambling Week. It’s grown each year since. And this year it lines up with European Safer Gambling Week, which the European Gaming Betting Association runs.
What Changes During the Week
All training kit gets the ‘SGWeek25’ treatment this week. That means every piece of gear with BetMGM branding now carries the campaign message instead.
Ryan Norys serves as Chief Revenue Officer at Tottenham. He explained the club wants to give the awareness campaign “the biggest possible platform.” The goal? Getting vital conversations started about safer gambling.
Tottenham’s support helps push information about advice and support services. The club’s reach means more fans see the message when they need it.
How This Shifts Industry Awareness
The campaign brings different parts of the gambling sector together. Operators, clubs, and regulators all participate during this week.
BetMGM thanked Tottenham for backing the initiative. The partnership shows how operators and sports properties can work together on responsible gaming messages.
This year’s overlap with European Safer Gambling Week extends the campaign’s reach beyond UK and Irish markets. More gambling companies and organisations join in.
The training kit switch gives the message visibility during a high-profile match week. Arsenal represents Tottenham’s biggest rival, despite originally coming from Woolwich in South London rather than North London.
Previous campaigns have increased awareness year over year. This year’s effort continues building on that momentum, with more prominent partnerships like the Tottenham deal.
