Betway has secured a significant sponsorship agreement with Manchester United, positioning itself as the club's principal partner and exclusive global betting partner starting from the 2026-2027 season. This partnership will see the Betway brand, which is owned by Super Group, prominently displayed on the training apparel for both the men's and women's teams. Additionally, the Betway logo will be visible at key locations on matchdays, including Old Trafford and Progress with Unity Stadium.
Neal Menashe, CEO of Super Group, expressed enthusiasm for the partnership, stating, "The Premier League is the world’s most-watched domestic football competition and provides a powerful platform to connect with fans globally. We’re excited to see the Betway brand showcased at Old Trafford, and beyond, as part of our ongoing presence in English football’s top-flight."
According to reports from The New York Times, the sponsorship deal is expected to exceed £18 million, making it one of the largest in Manchester United’s history and setting a new record for training kit sponsorships. Menashe remarked, "We are thrilled that our Betway brand will be the official principal partner and exclusive global betting partner of one of the world’s biggest football clubs. Manchester United’s global reach, particularly with their massive fanbase across Africa, aligns perfectly with our key markets."
This agreement underscores a rising trend among sponsorships that involve training kits, especially following a voluntary ban on betting advertisements on match shirts in the Premier League. Manchester United was in search of a new training kit partner after concluding a deal with blockchain company Tezos in June 2025. Marc Armstrong, the club's chief business officer, noted that this collaboration showcases Manchester United's ability to attract top-tier partners and highlights the organization’s international commercial potential.
