Manchester United has forged a multi-year sponsorship deal with Betway, a brand under Super Group, making it the club’s official principal partner and exclusive global betting partner starting in the 2026/27 season. Announced on Tuesday, this arrangement marks Betway’s largest sponsorship commitment to date.
Betway’s logo will prominently appear on the training kits worn by Manchester United’s men’s and women’s teams. However, due to a ban on front-of-shirt sponsorships that will take effect during the 2026/27 Premier League season, the branding will not be visible on the teams’ kits. Betway will still maintain a presence on match days at Old Trafford and at the club’s training facility, the Progress with Unity Stadium.
As part of the partnership, there will be enhanced engagement opportunities for fans, including exclusive competitions and unique experiences. This follows a similar initiative launched by Aston Villa in collaboration with Winvia Entertainment, which introduced an official club prize draw named “Villa Win.”
Marc Armstrong, Manchester United’s chief business officer, expressed enthusiasm for the partnership, referring to it as indicative of the club’s significant commercial growth and global reach. “We are delighted to welcome Betway as the official principal partner,” he remarked, emphasizing how the partnership aligns with both their growth strategy and the enduring global strength of the club.
Neal Menashe, the CEO of Super Group, pointed out the strategic alignment between Manchester United’s broad audience and Betway’s target markets, particularly noting the club's substantial fan base in Africa. He highlighted that the Premier League’s position as the world’s most-watched domestic football league provides an ideal platform for Betway’s international expansion.
Sources from Manchester United informed the New York Times that the agreement could exceed £18 million, potentially making it one of the priciest sponsorships in football history involving a single partner. Previously, Betway had a front-of-shirt deal with West Ham that concluded in 2025, and it holds sponsorship agreements with several other clubs, including Arsenal, Chelsea, and Manchester City.
