Betway is set to strengthen its position in international sports sponsorship after agreeing a multi-year partnership with Manchester United that will begin with the 2026/27 season.
Under the new agreement, Betway will become Manchester United’s official principal partner and exclusive global betting partner, marking the largest sponsorship commitment made by the Super Group-owned betting brand to date.
As part of the deal, Betway branding will appear prominently on the training kits of both Manchester United’s men’s and women’s teams. The company will also receive visibility on matchdays at Old Trafford and at the club’s training facility, the Progress with Unity Stadium.
The partnership will not include branding on the front of Manchester United’s match shirts. This is due to the Premier League’s voluntary ban on front-of-shirt sponsorship from betting companies, which comes into effect at the beginning of the 2026/27 season.
A global partnership
The agreement is designed to go beyond traditional branding opportunities. Manchester United and Betway are expected to develop a range of fan-focused activations, including competitions and exclusive experiences for supporters.
Manchester United’s chief business officer Marc Armstrong said the partnership reflects both the club’s commercial expansion and its continued international appeal. He also highlighted the opportunity for the collaboration to help Betway strengthen its global ambitions while creating new ways for supporters to engage with the club.
For Super Group CEO Neal Menashe, Manchester United’s international following makes the partnership particularly attractive. The club has a significant supporter base in Africa, one of the key regions for Betway, while the global popularity of the Premier League provides the betting operator with a major international marketing platform.
Deal could be worth more than £18 million
The financial terms of the agreement have not been officially disclosed. However, sources at Manchester United cited by The New York Times estimated that the partnership could be worth more than £18 million.
If accurate, that would place the agreement among the more valuable individual football sponsorship deals of its type.
Betway already has an extensive portfolio of football partnerships. The company previously held the front-of-shirt sponsorship with West Ham United, a deal that ended in 2025, and continues to have sponsorship arrangements with clubs including Arsenal, Chelsea and Manchester City.
The Manchester United agreement therefore represents a significant expansion of Betway’s presence in elite European football and gives the brand a new platform to engage with supporters across some of its most important international markets.
The partnership will officially begin with the start of the 2026/27 football season.
