Betway’s branding will feature on the training kits of Manchester United’s men’s and women’s teams after becoming the club’s Principal Partner.

Betway’s branding will feature on the training kits of Manchester United men’s and women’s teams after becoming the club’s principal partner.

The Super Group-owned brand will also be United’s exclusive global betting partner, beginning with the upcoming 2026/27 football season.

Previously, The New York Times reported that the partnership could be worth in excess of £18m – if accurate, it would make the deal more lucrative than any other previous training kit or shirt sleeve sponsorship.

The Betway logo will also be present around Old Trafford and the Progress with Unity Stadium on match days.

Neal Menashe, CEO of Super Group, commented: “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.”

An African focus

Betway is already the global betting partner of Arsenal, Manchester City, Chelsea, Brighton & Hove Albion, Bournemouth, Fulham and Sunderland.

With the global reach of the Premier League, leadership at Super Group clearly feels that these partnerships are highly worthwhile, even without the front-of-shirt sponsorship that Betway previously enjoyed with West Ham for a decade.

The operator has noted Manchester United’s specific reach in Africa as a motivating factor for pursuing this deal, which the company has confirmed is its “biggest football partnership to date”.

Menashe 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.”

Super Group is extremely active in South Africa, where Betway is a market leader, but it is eye-catching that Menashe explicitly sees the biggest value of this sponsorship as being outside the UK.

Premier League sponsorship

The deal is another example of top-level football clubs in England finding a way to mitigate the financial impact of the voluntary front-of-shirt gambling sponsorship ban.

Manchester United are utilising the workaround by which betting operators are able to sponsor training kits or other assets related to the club. The club are doing so from a position of strength, having not previously relied on gambling sponsorship money.

This deal has been rumoured to be in the works for several months, with United waiting for a sufficiently high-value offer after its previous training kit deal with blockchain firm Tezos ended in June 2025.

Marc Armstrong, the club’s chief business officer, hinted at the size of the deal in his public comments, saying: “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.”

During last season, 11 of 20 Premier League sides featured gambling brands on the front of their kits. All of these deals have now concluded, with the exception of West Ham, which was able to extend its Boyle Sports front-of-shirt partnership after relegation to the EFL Championship.

This summer has seen training kit and alternative sponsorship arrangements become prime real estate, and the apparent scale of this deal is the clearest signal of that yet.