How Betway turned Cheltenham into an acquisition masterclass
In this article, brought to you by Meta, RMG client solutions manager James Kramer examines how Betway leveraged Meta’s Partnership Ads featuring Gold Cup-winning jockey Paul Townend to drive superior acquisition performance during Cheltenham Festival 2026, and what the data reveals about the power of authentic creator content at peak sporting moments on Meta
For RMG operators in EMEA, few events rival the Cheltenham Festival. Taking place annually in March, it is a critical acquisition window, and as competition intensifies, the question for marketers is no longer just whether to invest, but how to invest most efficiently.
During Cheltenham 2026, Super Group-owned Betway provided a compelling answer, using Partnership Ads to turn a major sporting moment into a highly efficient acquisition engine.
The Paul Townend effect – winning on the track and within Meta
Meta’s Partnership Ads allow advertisers to amplify content from creators, influencers and sports personalities directly from the creator’s handle, combining the authenticity of organic content with the scale and targeting of performance advertising.
For Cheltenham 2026, Betway partnered with elite jockey Paul Townend. When Townend rode to victory in the prestigious Gold Cup, Betway’s authentic user generated (UGC)-style Partnership Ad was driving results on Meta, a real-time cultural moment amplified at the exact moment intent was highest.
The performance data is striking. Compared to Betway’s highest-spending non-partnership static ad during the same week, the Townend UGC ad delivered a 14% lower cost per result and a 196% higher purchase return on spend (ROAS) (source: Meta internal data; March 2026).
Reflecting on the campaign, a spokesperson for Betway said: “Cheltenham is one of the most important moments in the racing calendar. Paul Townend is in a class of his own and our success with Meta this year reflects the strength of true collaboration. By aligning closely on creative and leaning into horseracing-specific messaging within Partnership Ads, we were able to drive both significant volume and strong efficiency. Meta ultimately stood out as one of our top-performing channels during the festival.”
The Partnership Ads impact
Across all formats, Betway’s Paul Townend Partnership Ads delivered nearly 13% more first-time deposits (FTDs) for every pound spent compared to Cheltenham ads that were not Partnership Ads within Meta (source: Meta internal data; March 2026).
Within the Partnership Ads framework, format also matters. The six-second video format delivered the lowest cost per pesult and the highest purchase ROAS, outperforming the longer 15-second video format. The data points to a clear creative strategy: short-form, authentic content tied to live sporting moments is the most efficient acquisition format available (source: Meta internal data; March 2026).
Commenting on the partnership, Kaan Camgoz, head of industry, RMG and console, EMEA at Meta, said:“What Super Group achieved with Betway during Cheltenham is a fantastic example of what happens when a brand truly commits to authentic, creator-led storytelling on Meta. Partnership Ads give advertisers the ability to combine the credibility of real voices with the precision of performance marketing, and the results here speak for themselves.
“We’re proud to partner with the team at Super Group, and campaigns like this reinforce why Partnership Ads should be a core part of any operator’s tentpole strategy.”
The recommended action for advertisers is a spend allocation of 15%-20% of peak tentpole event spend towards Partnership Ads to capitalise on authentic, relatable and social-proof content that is scalable (source: Meta internal data; March 2026).
Make key moments count
Betway has proven that the combination of live sporting moments, authentic creator partnerships and advanced delivery systems is a winning formula.
By embracing Partnership Ads and optimising for short-form video, sportsbook brands can transform the key sporting moments of 2026 into sustained, highly efficient business growth.
James Kramer is an RMG client solutions manager at Meta, partnering with leading gambling brands across EMEA. A performance marketing specialist with experience spanning 20+ markets, he has held senior roles across RMG spanning Entain, The Stars Group (now Flutter), and igaming agencies, working with operators including DraftKings, FanDuel and BetMGM.