Manchester United has secured a multi-year sponsorship agreement with Betway, a brand under Super Group. This partnership will designate Betway as the club’s official principal partner and exclusive global betting partner beginning in the 2026/27 season.
The announcement was made on Tuesday, marking Betway's largest sponsorship investment to date. As part of the arrangement, Betway’s logo will be prominently displayed on the training kits for both the men's and women’s teams.
However, due to a forthcoming ban on front-of-shirt sponsorships in the Premier League, their branding will not appear on the team shirts during the 2026/27 season. Matchday visibility at Old Trafford and the Progress with Unity Stadium, the club's training ground, will still feature Betway’s branding.
Fans can also look forward to enhanced engagement opportunities, which will include various activations, exclusive competitions, and unique experiences.
This week, a similar collaboration was initiated by Aston Villa with Winvia Entertainment, leading to the introduction of the official "Villa Win" prize draw.
Marc Armstrong, Manchester United’s chief business officer, stated that this partnership exemplifies the club’s significant commercial growth and broad 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 remarked. He added that the agreement aims to help Betway accelerate its global ambitions while creating stronger connections between fans and the club.
Neal Menashe, CEO of Super Group, noted the strategic alignment between Manchester United’s international presence and Betway’s target markets, especially in Africa. He emphasized that the Premier League’s reputation as the most-watched domestic football league enhances Betway’s global outreach potential.
According to the New York Times, sources at Manchester United estimate that the Betway partnership could be valued at over £18 million, positioning it as one of the most lucrative sponsorship deals in football history for a single partner.
Previously, Betway had a front-of-shirt sponsorship deal with West Ham that concluded in 2025 and also sponsors notable clubs like Arsenal, Chelsea, and Manchester City.
