Betway Becomes Manchester United’s Principal Partner

Betway has signed a major sponsorship agreement with Manchester United, becoming the club’s principal partner and exclusive global betting partner from the 2026–27 season.

Under the partnership, the Betway brand, owned by Super Group, will appear on the training kits of both the men’s and women’s teams. Branding will also be displayed on matchdays at Old Trafford and the Progress with Unity Stadium.

Commenting on the agreement, Neal Menashe, CEO of Super Group, said the Premier League offers an unmatched platform to engage with football fans around the world. He added that featuring the Betway brand at Old Trafford and across English football’s top division represents an important milestone for the company.

According to previous reports from The New York Times, the partnership is valued at more than £18 million, making it one of Manchester United’s largest commercial agreements and reportedly the biggest training kit sponsorship deal in football.

Menashe also said the partnership aligns with Betway’s strategy due to Manchester United’s worldwide popularity, particularly its large fanbase across Africa, which matches several of the company’s key markets.

The agreement reflects the increasing importance of training kit sponsorships following the Premier League’s voluntary ban on gambling sponsors appearing on match shirts.

Manchester United began searching for a new training kit partner after ending its agreement with blockchain company Tezos in June 2025. Marc Armstrong, the club’s Chief Business Officer, said the new partnership highlights Manchester United’s continued ability to attract major global brands and demonstrates the club’s international commercial appeal.