Betway has been appointed as the exclusive global betting partner and training kit sponsor of Manchester United. The multi-year agreement was confirmed on August 4, 2026, and establishes the brand as the club's official principal partner.
Deal Value and Strategic Focus
The partnership is reported to be worth over £18m, according to The Athletic. Super Group CEO Neal Menashe described the arrangement as the company's largest sponsorship investment to date across major sports, including football, Formula 1, basketball, and tennis. The collaboration prioritizes the African market, where the club maintains a substantial fanbase.
Super Group reported that revenue in Africa rose from $201m to $267m year-on-year in the first quarter. Igaming revenue increased from $135m to $190m, while sportsbook revenue grew from $66m to $77m. Menashe noted that the club's reach aligns with the company's key markets.
He added, "The Premier League is the world’s most-watched domestic football competition and provides a powerful platform to connect with fans globally." The Betway brand will be displayed at Old Trafford as part of the ongoing presence in English football.