Betway and Manchester United team up for a new partnership

• Betway and Manchester United team up for a new shirt sponsorship
• The partnership exclusively targets Red Devils’ training kits
• New rules will prohibit front-of-match-day shirt display of gambling logos

Premier League soccer club Manchester United has signed a new multi-year partnership with Betway, a prominent sports betting company with a strong local and global footprint.

Betway and Manchester United reach deal over training kits

The partnership specifically targets the team’s training kit, with Super Group, the bettingfirm’s parent company, paying £20m per season, as per reports. Betway and Manchester United have not officially disclosed any details of the deal, and they are unlikely to.

This is the first time that Manchester United has signed up a training kit partner since its last partnership with Tezos, which ended in June 2025. There have been rumors about the new partnership for at least several months as well.

While front-of-shirt sponsorships are under threat in the United Kingdom, the training kits used by teams can still be subject to such partnerships, with Manchester United’s men’s and women’s teams wearing the Betway-emblazoned training kits.

The company’s signage will also be displayed around Old Trafford, the team’s home stadium. Commenting on the opportunity to align the two brands closer together, Manchester United’s Chief Business Officer, Marc Armstrong, had this to add:

"We are delighted to welcome Betway as 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."

Matchday shirts, however, will be out of the question as per the new rules that are set to kick in for the upcoming season due to get underway soon.

Super Group excited to be connecting with more Premier League fans

In the meantime, Super Group CEO Neal Menashe has also shared histhoughts on the alliance, describing the Premier League as one of the world’s most influential platforms allowing teams and fans to connect.

"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," Menashe explained.

In the meantime, sleeve partnerships will still be available to Premier League teams.

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