Betway has secured a significant sponsorship agreement with Manchester United, making it the club's principal partner and exclusive worldwide betting partner starting from the 2026-2027 season. Under this partnership, Betway, owned by Super Group, will have its branding featured on both the men’s and women’s training gear, and the Betway logo will be visible at Old Trafford and Progress with Unity Stadium during each matchday.
Neal Menashe, CEO of Super Group, expressed enthusiasm over the collaboration, 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 previous reports by The New York Times, the sponsorship deal could surpass £18 million, marking it as one of the largest in the club's history and the most expensive related to training kits specifically.
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 highlights a growing trend in sponsorships involving training kits, especially following the voluntary ban on gambling advertisements on shirts in the Premier League. Manchester United had been seeking a new training kit sponsor after ending its relationship with the blockchain company Tezos in June 2025. Marc Armstrong, the club's chief business officer, noted that this partnership demonstrates Manchester United's ability to attract top-tier sponsors and underscores the international commercial potential of the organization.
