Manchester United has finalized a multi-year sponsorship deal with Betway, a brand under the Super Group umbrella. This agreement will make Betway the club’s official principal partner and exclusive global betting partner, set to commence in the 2026/27 season.
The announcement, made on Tuesday, marks Betway’s largest sponsorship commitment to date. As part of the agreement, the Betway logo will prominently appear on the training kits for both the men's and women's teams. However, due to the impending ban on front-of-shirt sponsorship for the 2026/27 Premier League season, their branding will not be visible on the team jerseys during matches.
Fans can expect to see Betway’s branding at Old Trafford and the club’s training facility, the Progress with Unity Stadium, on matchdays. Additionally, the partnership plans to enhance fan engagement through various initiatives, including exclusive competitions and unique experiences.
This collaboration mirrors a recent deal by Aston Villa with Winvia Entertainment, which launched the official "Villa Win" prize draw this week.
Marc Armstrong, Manchester United’s chief business officer, described the partnership as indicative of the club’s commercial growth and global appeal. "We are delighted to welcome Betway as our official principal partner," he expressed. Armstrong emphasized that the partnership reflects both the club’s growth strategy and its ongoing global influence, while also serving to fast-track Betway’s international goals and strengthen ties with fans.
Neal Menashe, CEO of Super Group, noted the synergy between Manchester United’s vast global presence and Betway’s target markets. He stated, "Manchester United’s massive fanbase, especially across Africa, aligns perfectly with our priorities." Menashe further recognized that the Premier League's status as the world’s most-watched domestic football league provides an advantageous platform for Betway’s global initiatives.
The New York Times reports that United sources estimate the partnership could exceed £18 million, making it one of the priciest sponsorship deals in football for a single partner. Prior to this, Betway held a front-of-shirt sponsorship with West Ham that is set to conclude in 2025, alongside existing sponsorships with other major clubs including Arsenal, Chelsea, and Manchester City.
