Manchester United and Super Group have announced a multi-year partnership that sees Betway, the online sports betting and gaming brand, become the club’s official principal partner and exclusive global betting partner.
The agreement, which begins with the upcoming 2026/27 season, sees the partnership with Manchester United become Malta-HQ’d Betway’s biggest sponsorship investment to date across the firm’s market-leading sports portfolio, which also includes F1, international rugby union, cricket, basketball and tennis alongside top-flight football.
Through the new agreement, the Betway logo will feature on the training kits of Manchester United’s men’s and women’s teams. The brand will also feature prominently on matchdays at Old Trafford and the Progress with Unity Stadium.
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Additionally, supporters will have more opportunities to connect with the club through exclusive competitions and once-in-a-lifetime experiences.
Marc Armstrong, chief business officer at Manchester United, said: “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.
“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.”
Neal Menashe, chief executive officer of Betway parent Super Group, a global digital gaming and online sports betting holding company, added: “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. 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.”
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