Manchester United confirm Betway as new training kit sponsor

Manchester United have confirmed their new training kit partner will be Betway.

The gambling company has agreed a multi-year deal with United, which will see its logo emblazoned on the shirts worn by men’s and women’s players during sessions at Carrington.

The Athletic reported in May that United sources with knowledge of the deal, not authorised to discuss details publicly, estimated the Betway partnership would be worth in excess of £18m, among the highest of its kind in football in terms of a single partner.

Betway will become the club’s exclusive global betting partner, with branding seen on matchdays at Old Trafford and Leigh Sports Village, also known as the Progress with Unity Stadium. There will also be supporter competitions.

The agreement completes a lengthy process stretching back more than 12 months, with the previous sponsorship by Tezos, a blockchain firm, ending in June 2025. That three-year agreement earned United £24million ($32.5m) annually, but club executives have taken their time to strike a deal they feel is good value in the current climate.

United held talks with several other brands over the past year but did not conclude due to money and fit for the club.

The deal is regarded as Betway’s largest sponsorship investment to date across Formula 1, international rugby union, cricket, basketball and tennis.

Betway also have experience with Premier League clubs, having previously sponsored West Ham United’s matchday shirts. The betting website has struck global gambling partnerships with Manchester City, Arsenal and Brighton & Hove Albion too.

United’s deal with Betway is expected to provoke debate among fans due to the voluntary ban on those types of companies being used on matchday attire coming into effect for the 2026-27 season. In April 2023, Premier League clubs voted to withdraw gambling sponsorship from the front of matchday shirts in recognition of a desire to reduce such advertisements in football.

Marc Armstrong, United’s chief business officer, said: “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.”

Neal Menashe, chief executive officer of Super Group, the holding company for Betway, said: “Manchester United’s global reach, particularly with their massive fanbase across Africa, aligns perfectly with our key markets.

“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.”

United executives previously held talks with Tanzania officials about becoming the sponsor but a deal could not be agreed. Tanzania is the African base of Six Rivers Foundation, the conservation project co-owner Sir Jim Ratcliffe is an investor in.

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