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Betway has secured a multi-year partnership with Manchester United that will see the operator become the club’s principal partner and exclusive global betting partner, in a deal reportedly worth £20m that reflects the shifting sponsorship landscape in English football.
The agreement, described as Betway’s biggest partnership to date, comes as Premier League operators navigate a voluntary ban on front-of-shirt gambling sponsorships that takes effect from the 2026/27 season. Under the deal, Betway’s logo will appear on training kits for both Manchester United’s men’s and women’s teams, along with prominent matchday placement at Old Trafford and the Progress with Unity Stadium.
Neal Menashe, chief executive of Betway parent company Super Group, said the partnership aligns with the operator’s focus on key international markets. “Manchester United’s global reach, particularly with their massive fanbase across Africa, aligns perfectly with our key markets,” he stated. “The Premier League is the world’s most-watched domestic football competition and provides a powerful platform to connect with fans globally.”
The deal adds Manchester United to a Betway sports portfolio that spans football, F1, rugby union, cricket, basketball and tennis. Betway already holds partnerships with several Premier League clubs, including Arsenal, Manchester City, Chelsea, Brighton, Bournemouth and Fulham, and previously held a decade-long front-of-shirt sponsorship with West Ham.
Marc Armstrong, Manchester United’s chief business officer, said the scale of the 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.”
Training kit deals replace front-of-shirt sponsorships
The Betway-United agreement continues a clear trend among gambling operators responding to the Premier League’s new sponsorship restrictions. Betano recently announced both a sleeve sponsorship with Aston Villa and a training kit deal with Tottenham Hotspur, while Everton moved Stake to a sleeve position and Bournemouth signed a sleeve deal with MrQ.
Several operators have shifted their focus to front-of-shirt deals with Championship clubs instead. Birmingham City now carries Coral, Middlesbrough, Sheffield United and Wolverhampton Wanderers partnered with Midnite, Queens Park Rangers with MrQ Casino, Stoke City with bet365, and West Ham with BoyleSports.
The Championship pivot appears largely driven by UK-focused operators, with the English second tier holding less value for betting firms with global ambitions like Betway. The reported £20m valuation of the Manchester United training kit deal highlights how top-tier Premier League partnerships remain attractive despite the shift away from prime shirt placement.
The partnership begins with the 2026/27 season, when the voluntary front-of-shirt ban takes effect across the Premier League.
Key questions answered
When does the Betway partnership with Manchester United officially begin?
The partnership begins with the 2026/27 season, when the voluntary front-of-shirt ban takes effect across the Premier League.
Where will Betway’s logo appear under this partnership deal?
Betway’s logo will appear on training kits for both Manchester United’s men’s and women’s teams, along with prominent matchday placement at Old Trafford and the Progress with Unity Stadium.
Why did Betway choose Manchester United specifically for this partnership?
According to Betway’s parent company CEO, Manchester United’s global reach, particularly with their massive fanbase across Africa, aligns perfectly with Betway’s key markets.
What other Premier League clubs does Betway currently partner with?
Betway already holds partnerships with several Premier League clubs, including Arsenal, Manchester City, Chelsea, Brighton, Bournemouth and Fulham.