On August 4, according to official news, Manchester United and Super Group formally reached a multi-year partnership agreement, and Super Group's brand Betway will become an Official Principal Partner of Manchester United.

This partnership agreement will take effect from the 2026/27 season, and will become Betway's largest sponsorship investment project to date. This cooperation further expands Betway's commercial footprint in the global sports arena, with its existing partnership portfolio covering multiple sports including top-tier football, Formula 1 (F1), international rugby, cricket, basketball, and tennis.

Under the new partnership agreement, the Betway brand logo will appear on the training kits of both Manchester United's men's and women's teams. At the same time, the brand will gain significant exposure opportunities during match day events at Old Trafford and the Leigh Sports Village (Manchester United Women's home ground).

In addition, Manchester United fans will have more opportunities in the future to build a closer connection with the club through exclusive events, interactive competitions, and unique experience programs.

Marc Armstrong, Manchester United's Chief Commercial Officer, stated: "We are very pleased to welcome Betway as an Official Principal Partner of Manchester United. This exciting new partnership, in its scale, reflects our long-term growth strategy and demonstrates Manchester United's continued global influence and appeal. At the same time, it also proves our ability to attract leading global brands to connect with our vast global fan base."

"Betway is a globally renowned brand with significant influence in the world of sports. We look forward to working together to help them further achieve their global development goals and create more opportunities for fans to get closer to Manchester United."

Neal Menashe, CEO of Super Group, also commented on the partnership: "We are very excited that the Betway brand will become an Official Principal Partner of one of the world's largest football clubs – Manchester United. Manchester United has a huge global influence, especially with a large fan base in Africa, which aligns perfectly with our key markets."

"The Premier League is one of the most watched domestic football competitions globally, providing a powerful platform for brands to connect with fans worldwide. We are very much looking forward to seeing the Betway brand at Old Trafford and in many more settings, as part of our ongoing involvement in top-tier English football."

This partnership means that Betway will further enhance its exposure in the global football market, while Manchester United will continue to expand its global commercial footprint through this business cooperation.

In recent years, Manchester United has continuously strengthened cooperation with international brands, increasing club revenue through commercial partnerships while expanding brand influence globally. This multi-year partnership with Betway also marks an important step in the club's commercial strategy.

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