Manchester United has agreed a reported £20 million-per-season partnership with gambling firm Betway to serve as the club's training kit sponsor, a deal believed to be the largest of its kind in world football.

The agreement arrives during the same season that Premier League clubs introduced a prohibition on gambling and casino brands appearing as front-of-shirt sponsors on home and away kits. The voluntary measure, agreed by top-flight clubs in response to growing scrutiny of gambling advertising in football, closed off one of the most accessible sponsorship categories in the English game. However, the ban does not extend to training kit partnerships, allowing United to pursue the lucrative category. For brands like Betway, training kit sponsorship still delivers substantial visibility through pre-match warm-ups, training sessions, and media interviews that are broadcast and shared across digital platforms throughout the season.

Marc Armstrong, Manchester United's chief business officer, said: "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."

The club had been searching for a new training kit sponsor after its previous agreement with blockchain network Tezos concluded in 2025. The new deal with Betway comes ahead of Manchester United's return to the Champions League under manager Michael Carrick. The club is owned by the Glazer family and Ineos billionaire Sir Jim Ratcliffe, who acquired a minority stake and has since overseen wide-ranging changes to the club's football and commercial operations. Champions League qualification also restores access to UEFA broadcast revenue and matchday income, providing additional financial flexibility as United navigates the Premier League's profitability and sustainability regulations.

Commercial Portfolio Strength

Manchester United was among the minority of Premier League clubs that did not need to replace a primary front-of-shirt sponsor this season, as many rivals were forced to find new partners following the gambling advertising ban. When the prohibition was first announced, eight of the league's twenty clubs carried gambling brands on their shirts, illustrating how deeply entrenched the sector had become in English football's commercial ecosystem.

Their kits are manufactured by Adidas in a deal worth approximately £90 million per season, while front-of-shirt sponsor Snapdragon, a technology brand, pays around £60 million per season. The club's broader sponsorship portfolio includes Malaysia Airlines, Coca-Cola, Apollo Tyres, and Cadbury. Manchester United consistently ranks among the world's top revenue-generating football clubs in the annual Deloitte Football Money League, with commercial partnerships forming the backbone of that financial standing.

Betway, listed on the NYSE under parent company Super Group (SGHC), is part of a gaming portfolio that includes online casino Spin and bingo operator Jumpman Gaming.

European Campaign Ahead

The upcoming season will see Manchester United compete in the Champions League for the first time since their group-stage exit in 2024. In 2025, the club reached the Europa League final, losing to Tottenham Hotspur, while last season they failed to qualify for any continental competition.