Betway places record bet on Manchester United reach

Manchester United have agreed a multiyear partnership with Betway that will place the gambling brand on the men’s and women’s training kits from the 2026-27 season, with the agreement reportedly worth £20m per year.Although financial terms were not officially disclosed, Manchester United described the contract as the largest training kit sponsorship in world football, while Betway owner Super Group said it represented the brand’s biggest sponsorship investment to date.Manchester United chief business officer Marc 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 will also receive prominent matchday branding at Old Trafford and the Progress with Unity Stadium, alongside supporter competitions and experience-led activations designed to extend the agreement beyond training apparel.Armstrong said: “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 fills an asset left vacant after United’s partnership with blockchain platform Tezos expired in June 2025, with the club’s return to the UEFA Champions League strengthening their commercial position during negotiations.Super Group chief executive Neal Menashe said: “Manchester United’s global reach, particularly with their massive fanbase across Africa, aligns perfectly with our key markets.”The timing is significant because Premier League clubs will be prohibited from displaying gambling brands on the front of matchday shirts from the 2026-27 season, increasing the value of alternative inventory including training wear, sleeves and stadium branding.Menashe said: “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.”Betway will become United’s exclusive global betting partner while adding the club to a sponsorship portfolio spanning Formula One, rugby union, cricket, basketball, tennis and top-flight football.