Manchester United has officially announced Super Group’s Betway brand as its official principal partner. This comes a few months after rumors suggested that such an agreement is in the works.
The Club Confirms the Arrangement
Reports published in May suggested that Manchester United has reached a historic $26.8 million agreement with Betway. This has now been confirmed, with the soccer club announcing a multi-year partnership with Betway’s parent company, Super Group.
Per the agreement, Betway will serve as Manchester United’s official principal partner and exclusive global betting partner.
The deal kicks off with the 2026/27 season and is notably Betway’s biggest sponsorship investment so far. For reference, the betting brand already supports multiple sports teams across sports, such as soccer, F1, rugby, cricket, basketball, and tennis.
Under the terms of the deal, Manchester United’s men’s and women’s teams will proudly brandish the Betway logo on their training kits. In addition to that, the club will prominently promote the operator on matchdays at Old Trafford and the Progress with Unity Stadium.
On top of all that, the partnership outlines various activations, including ones that will allow fans of Manchester United to connect with the club via exclusive competitions and “once-in-a-lifetime experiences.”
Leaders Are Pleased with the Deal
Marc Armstrong, Manchester United’s chief business officer, commented on the agreement, saying that he is pleased to welcome Betway as the club’s official principal partner. Armstrong added that the scale of this partnership is a testament to Manchester United’s growing popularity.
The scale of our exciting new partnership reflects our growth strategy, the enduring global strength and appeal of Manchester United, and our ability to attract leading brands that want to engage with our vast worldwide fanbase.
Marc Armstrong, CBO, Manchester United
Armstrong praised Betway as a “world-renowned brand” and said that his team is looking forward to working with it.
Super Group’s CEO, Neal Menashe, was similarly pleased with the agreement, lauding Manchester United’s global reach and expressing excitement about the future of this partnership.
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.
Neal Menashe, CEO, Super Group
In other news, Betway recently onboarded MLB All-Star Vladimir Guerrero Jr., tasking him with supporting a series of responsible gambling initiatives.