Betway Becomes Principal Partner and Exclusive Global Betting Partner Starting 2026/27 Season
Manchester United and Super Group have announced a multi-year partnership that names Betway as the club’s Principal Partner and Exclusive Global Betting Partner, beginning with the 2026/27 season. This landmark agreement represents Betway’s biggest football partnership to date, integrating Manchester United into a market-leading sports sponsorship portfolio that already encompasses top-flight football, Formula 1, international rugby union, cricket, basketball, and tennis.
Under the terms of the deal, the Betway logo will feature prominently on the training kits of both Manchester United’s men’s and women’s teams. The brand will also secure high visibility on matchdays at Old Trafford and the Progress with Unity Stadium. Furthermore, supporters will gain additional opportunities to connect with the club through exclusive competitions and once-in-a-lifetime experiences.
Expanding Global Reach and Safer Gambling Initiatives
As part of the commitment to providing an enjoyable and safe gaming experience, the partnership integrates comprehensive safer gambling resources tailored for Manchester United players, staff, and fans. This includes structured training and professional guidance focused on responsible betting practices and integrity across the sport.
The collaboration leverages the immense reach of the Premier League, noted as the world’s most-watched domestic football competition, to connect with fans globally, with a specific focus on alignment with key markets such as Africa where the club maintains a massive fanbase.
Executive Perspectives
Neal Menashe, Chief Executive Officer of Super Group, stated:
“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. 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.”
Marc Armstrong, Chief Business Officer at Manchester United, added:
“We are delighted to welcome Betway as our 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.”
