Manchester United Name Betway Official Principal Partner and Global Betting Partner

^{Manchester United have named betting brand Betway as their official principal partner and training-kit sponsor from the 2026/27 season, with the deal covering Old Trafford and the club's men's and women's teams. (Photo: Joris van Rooden / Wikimedia Commons)}

Manchester United have named Betway as their official principal partner and exclusive global betting partner, the club and the operator's parent company, Super Group, announced on 4 August 2026. The multi-year agreement begins with the 2026/27 season and installs Betway as the club's official training-kit partner.

The agreement lands as English football recalibrates its ties to betting brands. Premier League clubs agreed in 2023 to remove gambling sponsors from the front of matchday shirts from the 2026/27 season, leaving training wear, stadium placements, and sleeve slots as the routes still open to operators. Betway's move onto United's training kit reflects gambling's growing presence in football sponsorship.

Under the partnership, the Betway logo will appear on the training kits of United's men's and women's first teams. The brand will also feature prominently on matchdays at Old Trafford and at the Progress with Unity Stadium, the home of the women's side, with the two organisations promising fan competitions and what they called 'once-in-a-lifetime experiences'.

Super Group described the tie-up as Betway's biggest football partnership to date. Manchester United join a sponsorship portfolio that already spans top-flight football, Formula 1, international rugby union, cricket, basketball, and tennis. Betway becomes a principal partner alongside kit supplier Adidas and front-of-shirt sponsor Snapdragon.

Neither the club nor Super Group disclosed the financial terms. Sports-business outlet Sportcal reported the deal at around £20 million a year and described it as the biggest standalone training-kit agreement in world football, figures that have not been confirmed by either party.

The partnership continues a period of rapid commercial activity for betting operators in British sport, even as scrutiny of the sector intensifies. Casinos.com has tracked how online sportsbook and casino brands have widened their sponsorship reach across recent seasons.

Both parties said the deal would carry safer-gambling commitments. In its announcement, Super Group said the partnership would offer safer-gambling resources to Manchester United players, staff, and fans, including training and guidance on responsible gambling and betting integrity.

'We are delighted to welcome Betway as our Principal Partner,' said Marc Armstrong, chief business officer at Manchester United. '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.'

'We are thrilled that our Betway brand will be the Principal Partner and Exclusive Global Betting Partner of one of the world's biggest football clubs,' said Neal Menashe, chief executive officer of Super Group. 'Manchester United's global reach, particularly with their massive fanbase across Africa, aligns perfectly with our key markets.'

The Betway branding will be visible from the opening weeks of the 2026/27 campaign. How training-kit and stadium deals of this scale are received, and how regulators and campaigners respond, will shape the next phase of betting sponsorship in English football. Full terms were set out in Super Group's partnership announcement.