Super Group CEO Neal Menashe has reaffirmed the strategic importance of Betway’s new Manchester United training kit sponsorship deal, describing the club as “one of the most recognisable in the world.”
The deal was signed on Tuesday, just ahead of Super Group’s Q2 2026 results being announced, and positions Betway as the exclusive global betting partner for the top three Premier League clubs from last season.
That means Betway now holds exclusive global betting partnerships with Manchester United, Arsenal, and Manchester City, a remarkable concentration of Premier League power under one operator’s banner.
Speaking on an investor call following the results announcement, Menashe was quick to highlight the significance of that achievement to stakeholders and the broader market.
“You have the headline of the Man Utd partnership, but I think what everyone needs to understand is – if you take the top three teams in the English Premier League last season, we are now the exclusive global betting partner for every single one of them,” he told investors.
Menashe also pointed to strong World Cup performance, noting that cross-selling rates during the 2026 tournament reached around 23%, a figure the Super Group leadership described as one they were “really, really happy with.”
He added that those results were achieved without the advantage of time-friendly kick-offs, making the numbers even more encouraging heading into the new domestic football season.
“I think the World Cup generally did really well, but I think we’re even more excited now for the start of the new football season, with the Premier League, La Liga, etc,” Menashe continued during the investor call.
Following the unveiling of the Manchester United deal, Super Group described it as its “biggest deal to date,” with the club boasting an estimated global fanbase of around 1.1 billion people spread across every corner of the world.
Neal Menashe commented: “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.”
Beginning with the 2026/27 season, Betway’s logo will appear on Manchester United’s training kits for both the men’s and women’s teams, with additional branding featured at Old Trafford and the Progress with Unity Stadium on matchdays.
Betway has a long history with the Premier League, having sponsored West Ham United from the 2015/16 season right through to 2024/25, before the east London club were relegated from the top flight.
Super Group reported revenue of $684 million for Q2 2026, an 18% year-on-year increase from $579 million, driven by stronger performances across Africa and Europe in particular.
Adjusted EBITDA climbed 30% from $157 million to $204 million, while the company posted a profit of $123 million compared to a $3 million loss during the same quarter in the previous year.
Super Group also raised its full-year revenue guidance, lifting expectations from above $2.55 billion to more than $2.6 billion, reflecting growing confidence in the business trajectory across its key markets.
