Betway to pay a record sum for Manchester United kit

Manchester United and Super Group have announced a multi-year deal under which the Betway brand will become the club's principal partner and its exclusive global betting partner. According to The Athletic, the deal is worth more than £18 million. For Super Group, this is the largest sponsorship deal in the company’s history.

The parties announced the deal on 4 August. It will come into effect from the 2026/27 season and will cover several areas. The Betway logo will appear on the training kits of both the men’s and women’s teams, as well as on advertising hoardings at Old Trafford and the Progress with Unity Stadium, where the women’s team plays.

What the bookmaker gets for its money

Its status as principal partner places Betway on a par with the club’s key sponsors, including Adidas and Snapdragon. Training kits are now considered one of the most prominent advertising platforms in football. They feature in club videos, player interviews and in social media posts viewed by hundreds of millions of people.

SportsPro reports that, in terms of value, this is the most expensive standalone training kit deal in world football. Some publications, including the Daily Mail, estimate the deal to be worth around £20 million a year. Neither the club nor the company has officially disclosed the figure.

Africa as the main driver behind the deal

Super Group’s CEO, Neal Menashe, explained that the club was chosen because of its huge audience in Africa, which overlaps with Betway’s key markets. The figures back up his reasoning. In the first quarter of 2026, Super Group’s revenue in Africa rose from $201 million to $267 million year-on-year.

For Betway, this is now the eighth English Premier League club in its portfolio. The brand partners with Arsenal, Manchester City, Chelsea, Brighton, Bournemouth, Fulham and Sunderland. Before that, it spent ten years on the front of West Ham’s shirts.

Front-of-shirt betting ads are gone, so the money moved to training kits

The deal reflects a general shift in the sponsorship market. From the 2026/27 season, a voluntary ban on bookmakers’ advertising on the front of match shirts will come into force in the Premier League. Betting companies have not left the league, but have shifted their budgets to the sleeves, training kits and high-profile partnerships.

United, meanwhile, has resolved a long-standing issue. The club had been searching for a training kit sponsor for some time following the end of its contract with Tezos and has ultimately secured a deal worth more than most similar agreements on the market.

Questions that only the season will answer

The contract was signed against the backdrop of the team’s return to the Champions League, which boosts reach and the value of advertising space. That said, the actual return for Betway will depend on the club’s results and on how regulators in different countries view the bookmaker’s high-profile presence within the content of the world’s most popular football brand.