Betway Announces Official Partnership with Manchester United for 2026/27 Season
Super Group’s Betway has officially announced a multi-year strategic partnership with Manchester United FC that will see Betway become the club’s Principal Partner and Exclusive Global Betting Partner.
This agreement, set to commence with the 2026/27 season, represents Betway’s most significant sponsorship investment and football partnership to date.
Under the terms of the deal, the Betway logo will be prominently featured on the training kits of both the Manchester United men’s and women’s teams. Additionally, the brand will maintain a significant presence during matchdays at Old Trafford and the Progress with Unity Stadium.
Neal Menashe, chief executive officer of Super Group, commented: “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.
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“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 deal aligns with Betway’s existing market-leading portfolio, which already includes sponsorships in Formula 1, international rugby union, cricket, basketball, and tennis. For Super Group, the reach of the Premier League is a primary driver for this collaboration.
Beyond branding, the partnership aims to enhance fan engagement through exclusive competitions and once-in-a-lifetime experiences. Furthermore, both organizations have committed to promoting a safe gaming environment by offering comprehensive safer gambling resources, including training and guidance on betting integrity for players, staff, and supporters.
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.”
