Betway makes record sponsorship investment with Manchester United deal

Manchester United have agreed a multi-year partnership with Super Group that makes Betway their official principal partner and exclusive global betting partner, adding training kit rights across the men’s and women’s teams.Beginning with the 2026/27 season, the agreement represents Betway’s biggest sponsorship investment to date and combines kit visibility with matchday branding and supporter experiences across United’s global audience.Marc Armstrong, Manchester United’s chief business officer, said: “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.”The Betway logo will appear on both teams’ training kits, while the company will receive prominent matchday exposure at Old Trafford and the Progress with Unity Stadium.The agreement also includes exclusive competitions and experiences for supporters, giving the brand opportunities to activate the partnership beyond its visibility on clothing and around the grounds.Super Group has identified United’s African following as particularly relevant to its business, linking the sponsorship to markets where the company sees a strong fit between its customer base and the club’s support.Neal Menashe, chief executive of Super Group, commented: “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 United partnership becomes the largest commitment within a Betway sponsorship portfolio spanning top-flight football, Formula One, international rugby union, cricket, basketball and tennis.Its combination of principal partner status and exclusive betting rights gives Betway a broader relationship with the club than an agreement focused solely on advertising inventory.The inclusion of both men’s and women’s training kits also extends the brand’s presence across two teams, supported by activation rights at their respective home venues.United and Betway will begin delivering the partnership during the 2026/27 season, with training kit branding, stadium exposure and supporter competitions forming the core of the announced programme.