Manchester United have appointed global fintech company SumUp as their new official sleeve partner in a multi-year agreement that further strengthens the club’s commercial portfolio and gives the financial technology firm a prominent platform across United’s global fanbase.
SumUp’s branding will feature on the sleeves of Manchester United’s men’s, women’s and academy teams across all competitions. The partnership will also extend to matchday visibility at Old Trafford and the Progress with Unity Stadium, providing the company with exposure across multiple levels of the club.
Marc Armstrong, chief business officer at Manchester United, said, “SumUp is a rapidly growing global business, and we are delighted to welcome them to Manchester United as our Official Sleeve Partner. The new agreement supports our commercial growth strategy and reflects the continued appeal of Manchester United as a platform for ambitious brands looking to connect with audiences around the world. We look forward to working closely with SumUp to bring them closer to our global fanbase, helping them tell their story on a worldwide stage and supporting the next chapter of their impressive growth journey.”
The partnership extends beyond traditional shirt visibility. SumUp and United will launch a co-branded payment card that will provide supporters with special offers and rewards at official Manchester United outlets and participating businesses across the UK. Giveaways, competitions and fan experiences will also form part of the activation programme.
Luke Griffiths, chief commercial officer and UK CEO, SumUp, added, “Manchester United is one of the most iconic and followed clubs in the world, with a fanbase that continues to grow across generations and borders. That extraordinary reach and passion make this partnership a natural fit for SumUp. Football is about the moments people share: watching the match with friends, travelling to see the team, wearing the shirt with pride and celebrating together, wherever you are. From fans using SumUp Personal Account to manage and spend their money simply, to the businesses that help make matchdays special, SumUp is part of the everyday moments that bring people together.
“Through this partnership, we want to connect with Manchester United fans in those moments, introducing more people to SumUp and creating experiences that make being a supporter even more rewarding. We look forward to bringing the energy, ambition and spirit of Manchester United to life for fans everywhere.”
The deal comes as United return to the UEFA Champions League, giving SumUp an immediate opportunity to leverage the club’s renewed presence on European football’s biggest stage.
The agreement also expands SumUp’s growing football portfolio. The company recently became Newcastle United’s official training kit partner, creating a second Premier League relationship with a different commercial proposition.
For United, the deal provides a high-value replacement for DXC while reinforcing the club’s ability to monetise premium commercial inventory. For SumUp, the partnership represents a move to combine global brand visibility with direct consumer engagement and product adoption.
The agreement underlines the evolving role of fintech in sports sponsorship, with financial brands increasingly using football properties not simply for awareness, but to build transactional relationships with supporters and businesses.
