Manchester United has secured a multi-year sponsorship deal with Super Group brand Betway, which will designate Betway as the club’s official principal partner and exclusive global betting partner beginning in the 2026/27 season.
This partnership, announced on Tuesday, marks Betway’s largest sponsorship investment to date. Under the terms of the agreement, Betway’s logo will be prominently displayed on the training kits of both the men's and women's teams.
However, due to an upcoming ban on front-of-shirt sponsorships set to take effect during the 2026/27 Premier League season, the Betway branding will not appear on the team jerseys. Nonetheless, fans will still see the brand represented during matchdays at Old Trafford as well as at the Progress with Unity Stadium, the club’s training facility.
The agreement will also emphasize enhanced engagement opportunities for supporters through various activations, offering fans exclusive competitions and unique experiences.
This week, Aston Villa also announced a partnership with Winvia Entertainment, introducing an official club prize draw called “Villa Win.”
Marc Armstrong, Manchester United’s chief business officer, expressed that this deal highlights the club’s substantial commercial growth and global appeal. He stated, "We are delighted to welcome Betway as official principal partner. The scale of our exciting new partnership reflects our growth strategy and enduring global strength." He emphasized that this partnership would help Betway accelerate its global ambitions and build stronger connections between the fans and the club.
Neal Menashe, CEO of Super Group, underscored the alignment between Manchester United’s vast global reach and Betway’s target markets. “Manchester United’s massive fanbase, especially across Africa, aligns perfectly with our priorities,” he said. Menashe also pointed out that the Premier League ranks as the world’s most-watched domestic football league, making it an ideal platform for Betway’s global initiatives.
According to sources cited by the New York Times, the partnership could be worth over £18 million, potentially ranking as one of the most expensive deals of its kind in football history for a single partner. Previously, Betway held a front-of-shirt sponsorship with West Ham, which is set to conclude in 2025. The company also maintains sponsorship deals with other Premier League teams, including Arsenal, Chelsea, and Manchester City.
