Manchester United and Betway have formally confirmed their long-anticipated partnership, with the Super Group-owned brand becoming the club’s principal partner and exclusive global betting partner.
The deal was widely rumoured back in May, with reports at the time suggesting Betway would pay around £20 million for the arrangement, though confirmation took over two months to materialise.
Betway has described the agreement as its “biggest deal to date”, adding one of football’s most recognisable clubs to a portfolio spanning football, Formula 1, rugby union, cricket, basketball and tennis.
The partnership begins at the start of the new Premier League season, with the Betway logo set to feature on the training kits of both Manchester United’s men’s and women’s teams.
The long-term deal is believed to represent the most valuable standalone training wear or shirt sleeve partnership ever agreed in world football, underlining the financial weight both parties have attached to the arrangement.
Manchester United had been without a training kit sponsor since their association with blockchain company Tezos came to an end in June 2025, leaving a gap the club has now filled with considerable ambition.
Marc Armstrong, Chief Business Officer at Man Utd, said: “We are delighted to welcome Betway as our 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.”
Armstrong added: “Betway are a world-renowned brand with significant presence across world sport. 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 Guernsey-headquartered business joins a growing list of betting operators securing training kit or sleeve agreements with Premier League clubs in response to updated league regulations on front-of-shirt sponsorship.
Betano recently confirmed a sleeve deal with Aston Villa and a training kit partnership with Tottenham Hotspur, while Everton moved Stake to its sleeve and AFC Bournemouth secured a sleeve sponsorship with MrQ.
The trend reflects how operators are adapting their sponsorship strategies to remain visible within the Premier League ecosystem despite restrictions on more prominent shirt placements.
For Betway, landing the 13-time Premier League champions as a partner represents a significant step up in its sports marketing ambitions and a clear statement of intent heading into the new season.
