Manchester United have signed Betway as training kit sponsor and global betting partner in a deal reportedly worth more than £20 million annually.

Manchester United have agreed a major sponsorship deal with Betway, reportedly worth more than £20 million (US$27 million) per year, as betting operators seek alternative football inventory following the Premier League’s voluntary ban on front-of-shirt gambling sponsorships.

Under the agreement, Betway becomes a principal partner and exclusive global betting partner of Manchester United, with the partnership covering both the club’s men’s and women’s teams.

Betway branding will feature on United’s training kit as well as at Old Trafford and the Progress with Unity Stadium, home of Manchester United Women.

The agreement is understood to be the most valuable standalone training kit or sleeve sponsorship in world football, while also representing Betway’s largest commercial investment to date.

United capitalise on Champions League return

Manchester United had been without a dedicated training kit sponsor since its previous agreement with cryptocurrency company Tezos expired in 2025.

That partnership was reportedly worth as much as £24 million annually, meaning the new Betway agreement falls slightly below the value of its predecessor.

United had deliberately waited before signing a replacement, with the club hoping that a return to the Uefa Champions League would increase the value of its commercial inventory by providing greater exposure across Europe.

The strategy has resulted in a deal worth more than £20 million per season despite significant changes to the sponsorship landscape in English football.

“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,” said Marc Armstrong, chief business officer at Manchester United.

“Betway are a world-renowned brand with significant presence across world sport. We look forward to working together to help accelerate their global ambitions and create new opportunities to bring supporters closer to Manchester United.”

Betting firms seek alternative inventory

The timing of the agreement is significant because the 2026/27 Premier League season marks the introduction of the voluntary ban on gambling companies appearing on the front of clubs’ matchday shirts.

Premier League clubs agreed collectively to withdraw betting sponsorship from the front of first-team shirts from the start of the season.

However, the restriction does not extend to other commercial assets such as shirt sleeves, training kits and stadium advertising.

That distinction has increased the importance of alternative sponsorship inventory for betting operators seeking to maintain visibility within the Premier League.

Manchester United did not need to replace a gambling front-of-shirt sponsor. Its principal shirt agreement with Qualcomm’s Snapdragon brand is worth more than £60 million annually, while technology company DXC Technology holds a sleeve partnership reportedly valued at around £20 million per year.

The availability of United’s training kit therefore provided Betway with a high-profile alternative route into one of the Premier League’s largest global fanbases.

Betway makes biggest commercial investment

For Betway parent company Super Group, the partnership represents its biggest commercial investment to date.

The operator sees Manchester United’s international following, particularly across Africa, as closely aligned with its priority markets.

“We are thrilled that our Betway brand will be the official principal partner and exclusive global betting partner of one of the world’s biggest football clubs,” said Neal Menashe, chief executive of Super Group.

“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.”

The agreement also demonstrates that betting companies remain willing to make substantial investments in Premier League sponsorship despite the removal of front-of-shirt branding.

Gambling sponsorship remains prominent in football

The Premier League’s front-of-shirt restriction does not represent a wider prohibition on betting partnerships in English football.

The English Football League (EFL) continues to have a title sponsorship agreement with Sky Bet, while clubs outside the Premier League can still carry gambling brands on the front of their shirts.

Bookmakers have also increasingly explored alternative assets at Premier League clubs, including sleeve partnerships, training wear, digital inventory and in-stadium branding.

The approach differs from several other major football competitions. Uefa, Fifa and other European leagues continue to permit gambling sponsorship, with some competitions maintaining centralised partnerships with betting companies.

The result is a changing sponsorship landscape in which bookmakers remain active in football but are increasingly required to find inventory beyond the traditional Premier League front-of-shirt position.

Sponsorship revenue supports squad investment

For Manchester United, the commercial importance of the agreement extends beyond sponsorship income alone.

The club says the additional revenue can support greater investment in its playing squad under the Premier League’s evolving financial regulations.

The league is moving towards a squad cost ratio (SCR) system that links permitted squad expenditure more directly to club revenue, replacing the previous profitability and sustainability rules that focused on allowable financial losses.

Increasing commercial revenue can therefore have a direct impact on the amount clubs are able to spend on their playing operations.

The Betway partnership adds another significant agreement to United’s sponsorship portfolio alongside Snapdragon and DXC Technology.

It also supports the club’s decision to leave its training kit inventory unsold for a season rather than immediately accepting a lower-value replacement following the expiry of the Tezos agreement.

With Champions League football restored and betting operators competing for sponsorship assets that remain available under the Premier League’s new restrictions, United has converted its training kit into one of football’s most valuable standalone commercial properties.

Source: SportsPro