Betway has landed a prominent sponsorship deal with Manchester United under which they will serve as the principal partner of the football club and its exclusive worldwide betting partner starting from the 2026-2027 season.
As part of the deal, the Betway brand owned by Super Group will feature both on the men’s and women’s training gear. The Betway logo will pop up also at Old Trafford and Progress with Unity Stadium each matchday.
Neal Menashe, CEO of Super Group, commented:
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.
Previous reports from The New York Times show that the value of the deal could exceed £18 million making it not only one of the biggest sponsorship deals in the football club’s history but also the most expensive deal in the field of sponsorship of training kits in particular.
Menashe added:
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.
The signing of the agreement highlights the growing trend of sponsorships involving training kits following the voluntary ban on gambling being advertised on the shirts in the Premier League.
The football club was looking for a new training kit partner after terminating the deal with the blockchain company, Tezos, in June 2025, and according to Marc Armstrong, the chief business officer of the club, this collaboration serves to demonstrate the capability of Manchester United to attract top and proves the international commercial potential of the organization.