Manchester United has finalized a multi-year sponsorship deal with Betway, a brand owned by Super Group. The partnership positions Betway as the club’s official principal partner and exclusive global betting partner, effective from the 2026/27 season.
This collaboration, announced on Tuesday, represents Betway’s largest sponsorship investment to date. As part of the agreement, Betway’s logo will be prominently displayed on the training kits of Manchester United’s men’s and women’s teams. However, due to a new regulation banning front-of-shirt sponsorships in the Premier League starting in the 2026/27 season, the brand will not appear on the main shirts.
Fans will still encounter Betway branding on matchdays at Old Trafford and the club's training facility, the Progress with Unity Stadium. The deal promises enhanced engagement with supporters, featuring various activations that will provide fans with exclusive competitions and unique experiences.
This announcement follows a similar venture by Aston Villa, which recently partnered with Winvia Entertainment to launch the “Villa Win” prize draw.
Marc Armstrong, Manchester United’s chief business officer, expressed enthusiasm about the partnership, stating it highlights the club’s commercial growth and global appeal. "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 said. Armstrong noted that the collaboration will also help Betway accelerate its international ambitions while fostering stronger connections between fans and the club.
Neal Menashe, chief executive of Super Group, emphasized the complementary nature of Manchester United’s global presence with Betway’s target markets. He stated, "Manchester United's massive fanbase, especially across Africa, aligns perfectly with our priorities," also mentioning the Premier League's prominence as the world’s most-watched domestic football competition, which serves as an effective platform for Betway’s global outreach.
According to the New York Times, insiders at Manchester United believe that the deal with Betway could be valued at more than £18 million, potentially ranking it among the most expensive sponsorship arrangements in football for a single partner.
Previously, Betway was involved in a front-of-shirt sponsorship with West Ham, which concluded in 2025. The brand also has sponsorship agreements with other prominent clubs, including Arsenal, Chelsea, and Manchester City.
