Betway will become Manchester United’s official principal partner and exclusive global betting partner under a multi-year agreement beginning with the 2026/27 season.
The deal represents the largest sponsorship investment in Betway’s history and significantly expands the bookmaker’s presence in English football. Betway is owned by online gaming group Super Group, which also operates the Jackpot City casino brand.
As part of the agreement, the Betway logo will appear prominently on the training clothing used by Manchester United’s men’s and women’s teams. The brand will also receive extensive exposure at the club’s facilities, during matches at Old Trafford and across United’s international digital platforms.
Betway will not appear on the front of Manchester United’s match shirts. Premier League clubs agreed to remove gambling companies from the front of matchday jerseys after the end of the 2025/26 campaign, meaning the voluntary restriction comes into force at the start of the new partnership. Gambling brands can still feature in other commercial positions, including training wear and stadium advertising.
The partnership will also include supporter-focused promotions, exclusive competitions and special experiences connected to Manchester United. Further activation details are expected to be introduced during the agreement as Betway attempts to use the club’s global following to strengthen its position in international markets.
Manchester United chief business officer Marc Armstrong said the scale of the agreement reflected the club’s commercial strategy and worldwide appeal. The club believes its international audience can help Betway accelerate its expansion while creating new engagement opportunities for supporters.
Super Group chief executive Neal Menashe identified Manchester United’s reach in Africa as an important part of the partnership. Africa remains one of Betway’s priority regions, while the Premier League provides the operator with exposure through one of the most widely followed domestic football competitions in the world.
Financial terms were not officially disclosed. However, reports cited by iGaming Business indicated that the agreement could be worth more than £18 million, placing it among the most valuable single-partner arrangements of its type in football.
The Manchester United agreement adds to Betway’s extensive sponsorship portfolio. The operator previously served as West Ham United’s front-of-shirt sponsor before that arrangement ended in 2025 and has maintained commercial relationships with other major English clubs, including Arsenal, Chelsea and Manchester City.
Betway has also continued to expand outside club football. In March 2026, it became Formula 1’s first official betting operator, while subsequent agreements included a partnership with The Jockey Club and a principal strategic partnership with Towcester Racecourse.
The Manchester United deal will begin as the Premier League enters a new sponsorship environment in which gambling operators remain active commercial partners but can no longer occupy the most visible position on matchday shirts. For Betway, the use of United’s training kits, stadium assets and global media reach offers an alternative route to maintaining high-profile exposure under the updated rules.