Manchester United has secured a multi-year sponsorship deal with Betway, a brand owned by Super Group. This partnership will designate Betway as the club's official principal partner and exclusive global betting partner, beginning with the 2026/27 season.
The announcement was made on Tuesday, marking Betway’s most significant investment in sponsorship to date. Under this arrangement, Betway's logo will be displayed prominently on the training kits for both the men’s and women’s teams. However, due to an impending ban on front-of-shirt sponsorships in the Premier League starting in 2026/27, the brand will not appear on the front of the players' shirts.
Fans will still see Betway branding during match days at Old Trafford as well as at the club’s training facility, the Progress with Unity Stadium. The partnership will also provide enhanced engagement opportunities, including exclusive competitions and unique experiences for supporters.
This week, a similar initiative was launched by Aston Villa in association with Winvia Entertainment, which includes an official "Villa Win" prize draw.
Marc Armstrong, the chief business officer at Manchester United, described the deal as indicative of the club’s commercial growth and global brand strength. "We are delighted to welcome Betway as our official principal partner," he stated, adding that the collaboration would assist Betway in achieving its global goals and foster closer connections between the fans and the club.
Neal Menashe, CEO of Super Group, emphasized the strategic alignment between Manchester United’s global presence and Betway’s core markets, noting the extensive fanbase of the club, particularly in Africa, as a perfect match for their priorities. He also mentioned that the Premier League’s reputation as the most-watched domestic football league provides a vital platform for Betway’s international outreach.
According to the New York Times, United sources estimate that the partnership with Betway could be valued at more than £18 million. Should this figure be accurate, it would rank among the most lucrative sponsorship deals of its kind in football with a single partner.
Betway had previously entered into a front-of-shirt sponsorship agreement with West Ham, which is set to expire in 2025. The company also has sponsorship arrangements with clubs including Arsenal, Chelsea, and Manchester City.
