Manchester United has secured a multi-year sponsorship deal with Betway, a brand under Super Group, which will make it the club’s official principal partner and global betting partner starting with the 2026/27 season.
This partnership, announced on Tuesday, marks the largest investment in sponsorship by Betway to date. Under the agreement, Betway's logo will appear prominently on the training kits for both the men's and women's teams. However, due to a ban on front-of-shirt sponsorships that is set to take effect at the start of the 2026/27 Premier League season, their branding will not be present on the main shirts.
Fans will still see Betway branding during matchdays at Old Trafford and at the Progress with Unity Stadium, where the team trains. The partnership will also feature various activations that provide supporters with exclusive competitions and experiences.
In related news, Aston Villa has launched a similar initiative with Winvia Entertainment, introducing an official "Villa Win" prize draw.
Marc Armstrong, Manchester United's chief business officer, expressed enthusiasm for the deal, stating it echoes the club’s significant commercial growth and worldwide appeal. "We are delighted to welcome Betway as official principal partner," Armstrong stated, highlighting that the scale of the partnership aligns with the club's growth strategy.
Neal Menashe, the chief executive of Super Group, emphasized the strategic alignment between Manchester United's global reach and Betway's targeted markets. Menashe noted that United’s extensive fanbase, particularly in Africa, is perfectly suited to Betway's strategic priorities and adds that the Premier League's position as the most-watched domestic football league provides a strong platform for their international ambitions.
Reports from the New York Times suggest that sources from Manchester United estimate the worth of the Betway partnership could exceed £18 million, making it one of the most valuable sponsorship deals of its kind in football. Prior to this deal, Betway had a front-of-shirt sponsorship agreement with West Ham, which concludes in 2025, and currently holds several sponsorship deals with clubs including Arsenal, Chelsea, and Manchester City.
