Manchester United has finalized a multi-year sponsorship deal with Betway, a brand under Super Group, set to begin in the 2026/27 season. This partnership will elevate Betway to the status of the club's official principal partner and exclusive global betting partner.
The announcement, made Tuesday, marks Betway's largest investment in sponsorship to date. As part of the agreement, Betway’s logo will be displayed prominently on the training kits worn by Manchester United's men’s and women’s teams. However, due to a new ban on front-of-shirt sponsorships in the Premier League, the branding will not appear on the teams' matchday kits starting in the 2026/27 season.
Matchday visibility will remain as Betway branding will be present at Old Trafford and the club’s training ground, the Progress with Unity Stadium. The agreement also includes plans for various activations aimed at enhancing fan engagement, offering access to exclusive competitions and unique experiences.
This deal mirrors a recent partnership by Aston Villa with Winvia Entertainment, which introduced a prize draw initiative called “Villa Win.”
Marc Armstrong, Manchester United’s chief business officer, characterized the partnership as indicative of the club's significant commercial growth and global appeal. He expressed enthusiasm over welcoming Betway as a principal partner, stating, "The scale of our exciting new partnership reflects our growth strategy and enduring global strength." Armstrong emphasized that the deal would assist Betway in expanding its global presence while bolstering connections with fans.
Neal Menashe, CEO of Super Group, underscored the alignment between Manchester United's vast global reach and Betway's strategic market targets. He remarked, "Manchester United’s massive fanbase, especially across Africa, aligns perfectly with our priorities," and noted that the Premier League's position as the world's most-watched domestic football league provides an excellent platform for Betway's outreach efforts.
Reports from the New York Times suggest that the potential value of the partnership could exceed £18 million, positioning it among the highest valued deals of its kind in football involving a single partner. Previously, Betway had a front-of-shirt sponsorship arrangement with West Ham, which is set to conclude in 2025, and currently maintains sponsorships with other prominent clubs including Arsenal, Chelsea, and Manchester City.
