Manchester United has secured a multi-year sponsorship deal with Betway, the brand under Super Group, positioning Betway as the club's official principal partner and exclusive global betting partner starting from the 2026/27 season.
The announcement, made on Tuesday, marks Betway's largest sponsorship investment to date. Under the terms of the agreement, Betway's logo will be displayed prominently on the training kits for both the men's and women's teams of Manchester United. However, due to a new ban on front-of-shirt sponsorships coming into effect for the 2026/27 Premier League season, the branding will not appear on the team shirts.
Fans will still see Betway's branding on matchdays at Old Trafford and at the Progress with Unity Stadium, which serves as the club's training facility. The sponsorship includes a commitment to increase engagement opportunities for supporters, featuring various activations that will provide fans access to exclusive competitions and unique experiences.
This development follows a similar partnership announced by Aston Villa with Winvia Entertainment this week, where the club introduced the "Villa Win" prize draw.
Marc Armstrong, Manchester United’s chief business officer, emphasized the significance of the deal, stating that it exemplifies the club's ongoing commercial growth and global appeal. "We are delighted to welcome Betway as our official principal partner," Armstrong remarked. "The scale of this partnership reflects our growth strategy and enduring global strength."
Neal Menashe, the chief executive of Super Group, noted that the partnership aligns well with Manchester United’s expansive global presence and Betway’s core market strategies, particularly its substantial fanbase in Africa. He recognized the Premier League as the world’s most-watched domestic football competition, which provides an excellent platform for Betway's global outreach.
Reports from the New York Times suggest that the partnership could be valued at more than £18 million, indicating it could be among the most lucrative deals of its kind in football. Previously, Betway held a front-of-shirt sponsorship deal with West Ham, which is set to conclude in 2025. The brand also maintains sponsorship arrangements with Arsenal, Chelsea, and Manchester City.
