Betway Manchester United Partnership Begins 2026

Key Points

• Manchester United FC has partnered with Super Group, with Betway being made the official principal partner and the exclusive global betting partner of Manchester United.
• The contract will start in the 2026/27 season.
• The Betway brand will be displayed on Manchester United men’s and women’s training kits.
• The brand will also be featured significantly at Old Trafford during matchdays.
• The company stated that the deal was the biggest investment into a sports sponsorship made by them until now.
• This partnership is a step towards adding Manchester United’s presence to its portfolio of football, Formula 1, rugby union, cricket, basketball and tennis.
• Marc Armstrong, Manchester United Chief Business Officer said that it will help the club further in its commercial growth plan.
• Neal Menashe, Super Group Chief Executive Officer said that the global appeal of Manchester United, especially in Africa was perfect for Betway as it was one of their key markets.
• Various media sources have put the financial value of the deal at around £20 million per season, but this information has not been officially confirmed yet.
• Betway said that it will offer safer gambling resources, training and guidelines for Manchester United players and supporters.

FC United of Manchester (Manchester Mirror) September 12, 2026 – Manchester United and Super Group have announced a multi-year agreement that makes Betway the club’s Official Principal Partner and Exclusive Global Betting Partner.

The agreement will begin with the 2026/27 season and will give Betway a prominent presence across Manchester United’s football operations and matchday activities. The Betway logo will appear on the training kits worn by the club’s men’s and women’s teams, according to Manchester United’s official announcement.

The deal makes Betway the club’s principal commercial partner within the betting category. It also gives the company exclusive global betting-partner status with Manchester United.

The agreement is separate from the club’s main match-shirt sponsorship. Betway branding is instead connected primarily with training apparel, stadium visibility, digital activity and fan engagement opportunities.

Manchester United’s official announcement described Betway as a leading online sports betting and gaming brand. Betway is owned by Super Group, an international online sports betting and gaming group.

How large is the Betway agreement?

The official announcement did not provide the financial value or the exact length of the multi-year agreement. However, reports cited by The Athletic, France 24, The Independent and other media organisations have placed the value at approximately £20 million per season.

France 24 reported on August 4 that the agreement was reportedly worth a record £20 million, or about $26 million, per year. The report said the arrangement would make Betway Manchester United’s training-kit sponsor.

The Independent also reported that the specific financial terms had not been officially disclosed. According to the report, estimates suggested that Super Group could contribute about £20 million per season. The Independent described the agreement as a multi-year training-kit sponsorship that Manchester United considered the largest of its type in global football.

The Athletic, in a report published through The New York Times’ sports platform, said sources familiar with the agreement estimated its value at more than £18 million. The report stated that Betway’s logo would appear on training shirts worn by both the men’s and women’s teams at Carrington, Manchester United’s training ground.

The reported figures should therefore be treated as estimates rather than confirmed contractual values. Manchester United and Super Group have confirmed the partnership, its principal-partner status and its commercial rights, but they have not publicly released the full financial terms.

Where will Betway branding appear?

Betway branding will appear on the training kits used by Manchester United’s men’s and women’s teams. The arrangement gives the company visibility during training sessions, club media content, promotional material and other activities connected with the teams.

The Betway logo will also be displayed prominently on matchdays at Old Trafford. The company’s own announcement said the brand would be visible at the stadium and would form part of the club’s wider matchday presentation.

The partnership also includes opportunities for supporters to engage with Betway and Manchester United through competitions and special experiences. Betway said fans would have opportunities to access exclusive competitions and once-in-a-lifetime experiences connected with the club.

The commercial arrangement covers more than the physical training shirt. It provides Betway with a broad association with Manchester United’s global audience, while the club gains a partner with an established presence across several major sports.

What did Manchester United say?

Marc Armstrong, Manchester United’s Chief Business Officer, welcomed Betway as the club’s Official Principal Partner.

“We are delighted to welcome Betway as our Official Principal Partner,” Armstrong said in the statement published by Betway.

Armstrong said the scale of the partnership reflected Manchester United’s growth strategy, the continuing international appeal of the club and its ability to attract major brands seeking to engage with a global fanbase.

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

The club’s statement presented the partnership as part of its broader commercial strategy. Manchester United has continued to develop sponsorship relationships across different parts of its operations, including training apparel, stadium rights and other commercial assets.

The agreement also gives the club an exclusive betting partner, meaning that Betway becomes the principal betting brand associated with Manchester United across the markets covered by the contract.

What did Super Group say?

Neal Menashe, Chief Executive Officer of Super Group, said Betway was pleased to become the principal and exclusive global betting partner of Manchester United.

“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,” Menashe said.

Menashe highlighted Manchester United’s international reach and referred specifically to the club’s large fanbase across Africa. He said that reach aligned with Betway’s key markets.

“The Premier League is the world’s most-watched domestic football competition and provides a powerful platform to connect with fans globally,” Menashe said.

He added that Super Group was looking forward to seeing Betway’s brand displayed at Old Trafford and in other parts of English top-flight football.

The comments underline the international marketing purpose of the agreement. Betway is not only receiving visibility in Manchester; it is also using the club’s worldwide following to strengthen its connection with football audiences in multiple regions.

How does the agreement fit Betway’s sports portfolio?

Betway said the Manchester United partnership was its largest agreement to date. The company’s existing sports sponsorship portfolio includes top-flight football, Formula 1, international rugby union, cricket, basketball and tennis.

The partnership therefore adds one of football’s most widely known clubs to a portfolio that already extends across several major sporting competitions.

The Betway announcement said the agreement would begin with the 2026/27 season and described Manchester United as an addition to its market-leading sports sponsorship portfolio.

The company’s strategy is based on associating its brand with major sports properties and using those partnerships to reach fans through stadium advertising, digital platforms, competitions and promotional campaigns.

For Manchester United, the arrangement provides access to a major commercial partner with experience in sports sponsorship. For Betway, the club offers international recognition, a large digital audience and visibility connected to both men’s and women’s football.

Why was the training-kit sponsorship significant?

Manchester United had been without a training-kit sponsor after its association with blockchain company Tezos ended in June 2025, according to Yahoo Sports. The report said the club had received multiple offers but had taken time to select a partner.

The training kit is an important commercial asset because it is used during public training sessions, pre-match preparations, club-produced videos, interviews and promotional content. Although it does not carry the same exposure as the match shirt, it is repeatedly seen by supporters through television coverage and social media.

Yahoo Sports reported that the Betway agreement was expected to become one of the largest standalone training-kit or shirt-sleeve deals in world football. It also reported that the partnership formed part of Betway’s largest sponsorship investment to date.

The reported scale of the agreement reflects the commercial value of Manchester United’s global audience, even during a period in which clubs continue to compete for sponsorship revenue across a crowded sports-market landscape.

What safer-gambling measures are included?

Betway said the partnership would include safer-gambling resources for Manchester United players, staff and supporters.

According to Betway’s announcement, the resources will include training and guidance on responsible gambling and betting integrity. The company said it was committed to providing an enjoyable and safe gaming experience.

The safer-gambling element is important because the agreement connects a betting company with a football club that has supporters across different age groups and countries. The partnership therefore places responsibility messages alongside the commercial promotion of the Betway brand.

The official statements did not provide further details about the format, frequency or independent oversight of the training and guidance. They also did not set out the specific markets in which each safer-gambling measure will operate.

Supporters should distinguish between the club’s commercial association with Betway and the separate rules that apply to betting products in their own country. Gambling regulations, age restrictions and advertising requirements vary between jurisdictions.

How does the announcement relate to Manchester United’s other sponsors?

The Betway agreement is one of several recent commercial developments involving Manchester United.

On September 8, 2026, BBC Sport reported that the club had agreed a multi-million-pound, multi-year shirt-sleeve sponsorship deal with British financial-technology company SumUp. Simon Stone, BBC Sport’s Manchester United reporter, wrote that SumUp’s branding would appear on the men’s, women’s and academy teams across all competitions.

The SumUp branding was scheduled to appear for the first time during Manchester United’s Champions League match against Azerbaijan champions Sabah at Old Trafford. BBC Sport also reported that Manchester United and SumUp planned to launch a co-branded payment card offering special offers and rewards when used at official club outlets and participating businesses across the United Kingdom.

The SumUp announcement came five weeks after Manchester United confirmed the Betway training-kit agreement. Taken together, the two deals show the club’s continuing effort to monetise different commercial assets, including training wear and shirt sleeves.

Betway remains connected with the training kits, while SumUp is associated with the shirt sleeve. The two agreements therefore occupy separate sponsorship positions.

What remains undisclosed?

Several details of the Betway agreement remain unavailable in the public announcements.

Neither Manchester United nor Super Group has disclosed the total value, annual payment schedule, exact end date or any performance-related clauses. The organisations have described the arrangement only as multi-year.

The official statements also do not specify whether the agreement includes different commercial rights in different territories. This may be relevant because Betway operates in a range of international markets, while gambling laws differ from country to country.

The precise design, placement and duration of the training-kit branding were also not fully explained in the published announcements. The club and Betway confirmed that the logo would feature on the men’s and women’s training kits, as well as in matchday and supporter activities.

Background: Manchester United and Betway’s commercial development

Betway Manchester United partnership is part of a wider trend in which football clubs use training kits, stadium advertising and digital fan engagement as separate commercial products.

Manchester United’s agreement with Betway follows the end of its training-kit association with Tezos in 2025, according to Yahoo Sports. The club subsequently selected Super Group’s betting brand for a multi-year arrangement beginning with the 2026/27 campaign.

The partnership also reflects Betway’s expansion across sports sponsorship. The company said its portfolio includes top-level football, Formula 1, international rugby union, cricket, basketball and tennis.

The commercial relationship gives Betway access to Manchester United’s men’s and women’s teams, Old Trafford matchdays and the club’s international audience. It also gives Manchester United a partner whose stated priority markets include Africa, a region identified by Menashe in his comments about the deal.

The reported value of approximately £20 million per season has not been confirmed officially. Media reports differ slightly, with The Athletic citing estimates above £18 million and France 24 and The Independent reporting figures close to £20 million.

Prediction: How could the partnership affect Manchester United supporters?

The partnership is likely to make Betway more visible to Manchester United supporters through training-kit images, matchday advertising, digital campaigns and club-related competitions.

Supporters may see Betway branding regularly in content featuring both the men’s and women’s teams. The company’s planned competitions and special experiences could create additional commercial activities connected with the club.

For supporters in countries where Betway is legally available, the agreement may lead to more targeted advertising and promotional material. Fans in other jurisdictions may see the branding without having access to the same products, because gambling regulations and market availability differ between countries.

The safer-gambling resources announced by Betway could provide information about responsible betting and betting integrity. Their practical effect will depend on how they are implemented, how widely they are made available and whether supporters engage with them.

The agreement may also contribute to Manchester United’s commercial income, although the club has not published the contract’s financial terms. That income could support the club’s wider business operations, but the public announcements do not identify how the money will be allocated.

For supporters who object to gambling sponsorships, the prominent presence of Betway on training kits and around Old Trafford may remain controversial. The confirmed facts are that Betway will be the club’s Official Principal Partner and Exclusive Global Betting Partner from the 2026/27 season, while the full financial and operational details of the agreement have not been released.