Betway Secures Manchester United Flagship Sponsorship Deal in Record Global Partnership
Super Group-owned operator Betway has signed a multi-year agreement to become the exclusive global betting partner and training kit sponsor of Manchester United. Reported by The Athletic to be worth in excess of £18m, the deal marks the brand's largest sponsorship commitment across professional spo
Super Group-owned operator Betway has signed a multi-year agreement to become the exclusive global betting partner and training kit sponsor of Manchester United.
Reported by The Athletic to be worth in excess of £18m, the deal marks the brand's largest sponsorship commitment across professional sport to date, with Betway also designated as an official principal partner of the Premier League club.
Super Group-owned operator Betway has signed a multi-year agreement to become the exclusive global betting partner and training kit sponsor of Manchester United. Reported by The Athletic to be worth in excess of £18m, the deal marks the brand's largest sponsorship commitment across professional sport to date, with Betway also designated as an official principal partner of the Premier League club.
The partnership provides Betway with prominent branding at Old Trafford and across the club’s international assets, complementing its existing sponsorship portfolio across football, Formula 1, basketball, and tennis.
Strategic Focus on African Growth Markets
A primary driver behind the landmark agreement is Manchester United’s extensive international following, particularly across key growth territories in Africa where Super Group holds a strong market position.
Highlighting the commercial rationale, Neal Menashe, CEO of Super Group, said:
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, Menashe added.
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 strong regional momentum for Super Group. In its Q1 financial results, the group reported that African revenues surged year-on-year from $201m (£157m) to $267m (£209m). Within the region, iGaming revenues expanded from $135m to $190m, while sportsbook revenues grew from $66m to $77m over the same period.
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