Betway to become Manchester United’s official principal partner from 2026/27

Manchester United has entered into a multi-year sponsorship agreement with Super Group brand Betway.

The sponsorship agreement will see Betway become the club’s official principal partner and exclusive global betting partner starting from the 2026/27 season. 

Announced on Tuesday, the partnership represents the largest sponsorship investment undertaken by Betway to date.

Under the new agreement, Betway’s logo will feature prominently on the training kits worn by both Manchester United’s men’s and women’s teams. 

However, branding will not feature across the front of the team’s shirts as of the 2026/27 Premier League season, due to the incoming front-of-shirt sponsorship ban.

The brand will be visible during matchdays at Old Trafford and at the club’s training base, the Progress with Unity Stadium. 

Enhanced engagement opportunities for supporters will feature as various activations, as part of the deal, with fans to gain access to exclusive competitions and unique experiences.

A similar venture was launched by Aston Villa in partnership with Winvia Entertainment this week which will see an official club “Villa Win” prize draw.

‘Reflects growth strategy’

Marc Armstrong, Manchester United’s chief business officer, described the deal as a reflection of the club’s extensive commercial growth and global appeal. “We are delighted to welcome Betway as official principal partner,” he said. “The scale of our exciting new partnership reflects our growth strategy and enduring global strength.” 

He added that the agreement would help Betway accelerate its global ambitions and foster deeper connections between fans and the club.

Neal Menashe, chief executive of Super Group, highlighted the strategic fit between Manchester United’s global reach and Betway’s key markets. “Manchester United’s massive fanbase, especially across Africa, aligns perfectly with our priorities,” Menashe noted. 

He also pointed out that the Premier League’s status as the world’s most-watched domestic football competition offers a powerful platform for Betway’s global outreach.

Most expensive deal

According to the NY Times, United sources estimated the Betway partnership could be worth in excess of £18 million. This would have been among the most expensive deal of its kind in football, in terms of a single partner.

Betway previously had a front-of shirt sponsorship deal with West Ham which ended in 2025. It has various other sponsorships in place with Arsenal, Chelsea and Manchester City.