Manchester United have expanded their commercial portfolio by announcing a new multi-year partnership with Betway. The global online betting and gaming brand has been unveiled as the club’s principal Partner and exclusive global betting partner.
The agreement, described as the largest standalone training kit sponsorship in world football, marks another significant commercial milestone for the Premier League giants. It fills one of the club’s most valuable sponsorship assets following the conclusion of its previous training wear partnership while highlighting Manchester United’s continued ability to secure high-value global partnerships in an evolving sponsorship landscape.
As part of the agreement, Betway branding will feature across the men’s and women’s first-team training kits, coaching staff apparel and the Carrington Training Centre. The partnership also includes branding rights at Old Trafford and Leigh Sports Village, alongside digital integrations, content collaborations and fan engagement initiatives designed to connect with Manchester United’s global supporter base.
The announcement comes as Premier League clubs adapt to new sponsorship regulations following the voluntary withdrawal of betting companies from the front of matchday shirts from the 2026-27 season. As a result, training apparel, digital platforms and experiential assets have become increasingly valuable commercial properties, with Manchester United’s latest agreement setting a new benchmark for training kit sponsorships.
Marc Armstrong, Chief Business Officer at Manchester United, 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.”
Neal Menashe, Chief Executive Officer of Super Group, added, “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 partnership further strengthens Manchester United’s sponsorship portfolio ahead of the new campaign, with Betway joining a growing roster of commercial partners that includes Mindflick, Champions Travel and Elevate. For Betway, the collaboration represents one of the brand’s most prominent football partnerships to date, significantly expanding its global footprint through association with one of the sport’s most recognisable institutions.
Beyond its commercial value, the agreement reflects the changing dynamics of football sponsorship. With betting operators seeking new avenues for brand visibility following restrictions on front-of-shirt sponsorships, premium training kit rights have emerged as one of the most sought-after assets in the market. Manchester United’s latest partnership demonstrates how elite clubs continue to unlock new revenue opportunities while delivering global exposure for blue-chip commercial partners.
