Manchester United has announced a new multi-year partnership with Betway that will see the brand become the club's official principal partner and exclusive global betting partner from the start of the 2026/27 season.
The agreement, signed with Betway's parent company Super Group, represents the operator's largest sponsorship investment to date and aims to further expand its presence across global sport.
Betway's existing sponsorship portfolio includes partnerships in football, Formula 1, rugby union, cricket, basketball and tennis.
Under the new deal, Betway branding will appear on the training kits of Manchester United's men's and women's teams. The operator will also receive prominent matchday branding at Old Trafford and the club's women's home venue, the Progress with Unity Stadium.
The partnership will also include fan engagement initiatives, with supporters offered access to exclusive competitions and experiences designed to strengthen connections with the club.
Commenting on the deal, Manchester United Chief Business Officer Marc Armstrong stated: "We are delighted to welcome Betway as official 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."
Neal Menashe, CEO of Super Group, added: “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. 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.”
The announcement follows reports earlier this year that Manchester United and Betway had agreed a training kit sponsorship. The newly confirmed partnership formalises the relationship and marks another significant sponsorship agreement involving a gambling operator following the introduction of the Premier League's voluntary ban on front-of-shirt betting sponsors.
The Premier League's voluntary ban on front-of-shirt betting sponsorships came into effect for the 2026/27 season, although gambling operators can still sponsor training kits, sleeves and other commercial assets
