Manchester United unveils Betway as new principal partner
Manchester United have officially unveiled Betway as the club’s new principal partner in a blockbuster agreement worth around £20 million per year, reports BritPanorama.
The long-term deal sees the online betting and gaming brand become United’s training kit sponsor while also securing exclusive global betting partner status, marking what is believed to be the most valuable standalone training wear or shirt sleeve partnership ever agreed in world football.
United had been searching for a replacement sponsor since their previous agreement with Tezos expired in June 2025. Club executives resisted pressure to rush into a new commercial arrangement, instead opting to wait for a premium offer as the club prepared for a return to the Champions League under Michael Carrick.
The strategy has now paid off with a lucrative agreement that significantly strengthens United’s commercial portfolio. Although Premier League clubs are no longer permitted to display gambling companies on the front of match shirts from this season, the restrictions do not extend to training apparel, allowing Betway’s branding to feature across both the men’s and women’s training kits.
The company’s logo will also be visible throughout Old Trafford on matchdays, as well as at the Progress with Unity Stadium. Insiders believe the additional revenue will provide further support for the club’s long-term football ambitions, helping fund investment in the squad as United continue their pursuit of major honours.
United chief business officer Marc Armstrong welcomed the partnership and highlighted the club’s ability to attract global brands. “We are delighted to welcome Betway as official principal partner,” Armstrong said.
“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.”
The agreement is also believed to represent Betway’s biggest commercial investment across its international sports sponsorship portfolio. The Super Group-owned brand already has an extensive presence across elite sport, with partnerships spanning football, Formula One, rugby union, cricket, basketball, and tennis.
Super Group chief executive Neal Menashe believes Manchester United’s worldwide appeal makes the partnership a natural fit. “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,” he said.
“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.”
In a rapidly changing sports sponsorship landscape, this significant deal marks a bold statement of intent from Manchester United, as they continue to adapt and leverage their storied heritage to attract lucrative partnerships in the world of football.
