Betway seals its “biggest football sponsorship to date” with Manchester United deal

Betway has struck a multi-year sponsorship deal with Manchester United, understood to be worth £20m a season.

The tie-up, which the operator hailed its “biggest football sponsorship to date”, involves Betway becoming Premier League club’s principal partner and exclusive global betting partner from the 2026-27 season. 

The agreement will see the operator’s logo feature across the training kits for Manchester United men’s and women’s teams.  

Betway branding will also appear across United’s Old Trafford stadium, as well as the Progress with Unity stadium where the women’s side plays its home fixtures.  

According to reports, the deal is worth £20m per season, which would make it one of the largest agreements of its kind in world football.  

The two parties reportedly entered talks earlier this year, although the deal wasn’t confirmed until Tuesday, 4 August. 

Commenting on the deal, Super Group CEO Neal Manashe said: “We are thrilled that our Betway brand will be the 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 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.” 

Manchester United’s chief business officer Marc Armstrong added: “We are delighted to welcome Betway as our principal partner.

“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. 

“Betway are a world-renowned brand with significant presence across world sport. We look forward to working together to help accelerate their global ambitions and create new opportunities to bring supporters closer to Manchester United.” 

Manchester United’s previous training kit deal with tech firm Tezos expired in 2025, leaving the club without a training kit sponsor last season.

The side is set to compete in the UEFA Champions League in this season, having secured a third-place finish in the Premier League during the previous campaign.

The Red Devils become the latest Premier League side to partner with Betway in some capacity, joining the likes of city rivals Manchester City, and London sides Arsenal, Chelsea and Fulham.

Betway also lists Brighton and AFC Bournemouth as partners, as well as North East outfit Sunderland. 

A voluntary front-of-shirt sponsorship ban for Premier League teams has come into effect in time for the upcoming season, having first been agreed by the league’s sides in 2023.  

Under the new guidelines, sleeve sponsorships, training kit and in-stadia deals are still permitted.  

AFC Bournemouth and Aston Villa have already taken advantage of this, striking shirt sleeve sponsorships with MrQ and Betano, respectively. Betano has also become training kit sponsor of Tottenham Hotspur. 

Stake has also shifted from Everton’s front-of-shirt position to a sleeve sponsorship deal with the Merseyside club. 

A host of operators have also signed front-of-shirt deals with Championship clubs in the wake of the top-flight voluntary ban. 

Midnite has deals with Sheffield United, Wolves and Middlesborough, BOYLE Sports has continued its existing partnership with West Ham, while Coral has struck a deal with Birmingham City. 

The Department for Culture, Media and Sport last month announced the launch of a consultation into the possibility of completely banning unlicensed operators from sponsorships in Britain – a move championed by Entain CEO Stella David.

The post Betway seals its “biggest football sponsorship to date” with Manchester United deal first appeared on EGR Intel.

 Super Group-owned operator becomes the club’s principal and exclusive global betting partner in agreement thought to be worth £20m per season
The post Betway seals its “biggest football sponsorship to date” with Manchester United deal first appeared on EGR Intel.