Super Group has signed its largest football sponsorship agreement to date, making Betway Manchester United’s principal partner and exclusive global betting partner.
The multi-year agreement will begin with the 2026/27 season and place Betway branding on the training kits worn by Manchester United’s men’s and women’s teams. The brand will also receive matchday visibility at Old Trafford and the women’s Progress with Unity Stadium.
British media reports have valued the training kit agreement at approximately £20m (US$26.9m), which would make it the largest sponsorship of its kind in world football. Neither Manchester United nor Super Group disclosed the financial terms.
The partnership will also include supporter competitions and experiences, alongside safer gambling education and betting integrity guidance for the club’s players, employees and supporters.
Neal Menashe, CEO of Super Group, said: “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.
“Manchester United’s global reach, particularly with their massive fanbase across Africa, aligns perfectly with our key markets.”
Marc Armstrong, CEO United, 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.”
The agreement begins as Premier League clubs remove gambling companies from the front of matchday shirts from the 2026/27 season. The voluntary restriction does not extend to training kits or shirt sleeves, allowing betting operators to retain prominent commercial positions within English football.
Betway’s existing sponsorship portfolio includes partnerships across football, Formula One, rugby union, cricket, basketball and tennis.
