Manchester United secures record £20m Betway training kit partnership

Manchester United have agreed a multi-year partnership with Super Group’s Betway. The team have named the operator their principal partner and exclusive global betting partner from the 2026/27 season. The agreement was described as Betway’s largest football partnership to date. It will place its logo on training kits worn by the club’s men’s and women’s teams. Gambling companies can no longer appear on the front of Premier League match shirts from this season, but the restriction does not extend to training wear or stadium advertising.

Betway branding to appear on training kits

Under the new Manchester United partnership, Betway’s logo will feature prominently on the training clothing used by both senior teams.

The operator will also receive matchday visibility at Old Trafford and the Progress with Unity Stadium in Leigh, where Manchester United Women play the majority of their home fixtures.

Supporter activations will form another part of the agreement. This includes exclusive competitions and opportunities to access special club experiences. Exact details of these promotions have not yet been announced.

Super Group said the partnership would also deliver safer gambling resources for Manchester United players, employees and supporters. These will include training and guidance covering responsible gambling and betting integrity.

Training kit deal avoids shirt sponsorship restrictions

Betway’s branding will not appear on the front of Manchester United’s matchday shirts. Premier League clubs collectively agreed to withdraw front-of-shirt gambling sponsorship from the end of the 2025/26 season.

The voluntary measure is intended to reduce the prominence of gambling advertising during matches. However, operators can continue to secure other commercial assets, including training kit sponsorships, shirt-sleeve positions and advertising around stadiums.

Manchester United’s agreement illustrates how gambling companies can retain a significant presence around Premier League clubs despite the front-of-shirt restrictions. Training clothing attracts extensive coverage through interviews, social media posts and footage from practice sessions, in addition to being worn before matches.

Partnership reportedly worth around £20m a year

Neither Manchester United nor Super Group disclosed the financial terms of the agreement.

The Athletic reported in May that United sources expected the partnership to be worth more than £18m annually. Subsequent reports have placed its value at approximately £20m per season.

If accurate, that would make it one of the most valuable standalone training kit or shirt-sleeve sponsorships in world football. It would also restore income from an asset that remained unsponsored during the 2025/26 season following the end of United’s previous training kit partnership with blockchain company Tezos.

“The scale of our exciting new partnership reflects our growth strategy and the enduring global strength and appeal of Manchester United.” – Marc Armstrong, Manchester United’s Chief Business Officer

Armstrong added that the two organisations would work together to support Betway’s international ambitions while creating new ways for supporters to engage with the club.

Betway expands Premier League sponsorship portfolio

Super Group chief executive Neal Menashe identified Manchester United’s worldwide reach, particularly the club’s large following across Africa, as an important factor behind the partnership.

Betway already has sponsorship agreements with several English clubs, including Arsenal, Chelsea and Manchester City. Its former front-of-shirt arrangement with West Ham ended in 2025 after a decade-long association.

The Manchester United agreement gives the operator a more prominent position than those existing partnerships. It also adds one of football’s largest international fanbases to a wider Betway sponsorship portfolio spanning football, Formula One, rugby union, cricket, basketball and tennis.