Manchester United has partnered with Betway as its new training kit sponsor in a deal valued at roughly £20 million annually. The agreement makes the betting firm the club's exclusive global betting partner and principal partner.
The £20 million annual bet on training gear
Manchester United has officially confirmed a partnership with Betway, which will serve as the club's new training kit sponsor. According to the report, the deal is believed to be worth approximately £20 million per year. This agreement elevates Betway to the status of official principal partner and the exclusive global betting partner for the club.
Marc Armstrong, the chief business officer for Manchester United, stated that the scale of the partnership reflects the club's growth strategy and its ability to attract leading global brands. The Betway logo will be visible on both the men's and women's training gear, as well as appearing prominently during matchdays at Old Trafford and the Progress with Unity Stadium.
Circumventing the Premier League's front-of-shirt gambling ban
The timing of this deal is strategic, as it navigates new regulatory waters. While the Premier League has banned gambling sponsors from appearing on the front of match shirts starting this season, such branding remains permitted on training kits. As the report says, insiders believe this revenue stream will allow Manchester United to invest further in the squad to support the ambition of winning major trophies.
This move is part of a broader trend where sports entities seek alternative placements for betting sponsors as legislation tightens. By shifting the gambling logo to training wear, Manchester United maintains a high-value revenue stream while technically adhering to the league's match-day restrictions. This mirrors a wider industry shift where "principal partner" designations are becoming more flexible to accommodate diverse commercial interests.
Super Group's focus on Manchester United's African fanbase
For Super Group, the parent company of Betway, this represents a massive strategic expansion. Neal Menashe, the chief executive officer of Super Group, noted that the partnership is Betway's largest commercial investment to date. Menashe specifically highlighted that Manchester United's massive fanbase across Africa aligns perfectly with the key markets Super Group is targeting.
Betway is leveraging this deal to solidify its presence across a wide sports portfolio.. In addition to its new role with Manchester United, the brand already maintains a presence in F1, international rugby union, cricket, basketball, and tennis. The goal is to use the global reach of the Premier League, the world's most-watched domestic football competition, to connect with a worldwide audience.
The void left by Tezos since June 2025
Despite the announcement, some details regarding the timeline and terms remain unclear. the club had been without a training kit sponsor since the agreement with Tezos ended in June 2025, a gap that sources suggest was a deliberate choice to wait for a stronger position as Michael Carrick's side prepares for a return to the Champions League.
However, the report does not specify the exact duration of the new Betway contract or whether there are performance-based bonuses tied to the £20 million annual figure.. It also remains to be seen how the club will manage potential fan pushback regarding the continued presence of gambling brands in the team's ecosystem, even if they are removed from the match-day shirts.
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