Betway reportedly agrees record £20m Manchester United training kit deal
Table of contents
- Super Group’s Betway has reportedly agreed a multi-year training kit deal with Manchester United worth approximately £20m ($27m) per year.
- The agreement has not been officially confirmed by either party and was first reported by the Daily Mail.
- The deal arrives as the Premier League’s voluntary ban on front-of-shirt gambling sponsorship takes effect from the 2026/27 season.
Super Group’s Betway has reportedly agreed a multi-year training kit sponsorship with Manchester United worth approximately £20m ($27m) per year, according to reporting by the Daily Mail.
The deal has not been officially announced, and neither Manchester United nor Betway have commented publicly on its terms.
Industry observers describe it as the most lucrative training kit arrangement ever agreed in football, though that claim has not been independently verified.
Navigating the shirt ban
From the 2026/27 season, the Premier League will ban gambling sponsors from appearing on the front of matchday shirts. Betting companies can still sponsor sleeves, training kits, LED signage, and other club inventory.
Eleven of the 20 current Premier League clubs featured a gambling brand on the front of their shirts this season. With that revenue stream closing, operators are redirecting commercial budgets into remaining inventory, and the reported Betway deal demonstrates the scale of appetite to maintain top-flight visibility.
Manchester United had been without a dedicated training kit sponsor since their partnership with Tezos expired in June 2025. That previous agreement reportedly earned the club around £24m annually, and United deliberately resisted rushing into a replacement deal.
The reported Betway figure would represent a reduction on the Tezos arrangement, though it would still rank among the most valuable deals of its kind in world football.
The Premier League gambling ban has already left several clubs searching for replacement shirt sponsors, with some facing the prospect of beginning next season without a confirmed front-of-shirt partner.
Betway’s Premier League presence
Betway has been a Premier League sponsorship presence for years, notably backing now-relegated West Ham United from the 2015/16 season through to the end of the 2024/25 campaign. The operator has also struck partnerships with clubs including Arsenal, Manchester City, Brighton and Hove Albion, and Chelsea.
A deal with Manchester United would represent a significant step up in both profile and value. The reported agreement offers an alternative route to market for gambling operators excluded from front-of-shirt deals, and analysts expect other operators to pursue similar arrangements with Premier League clubs.
Adam Williams, a finance analyst writing for United in Focus, noted the broader market context. He pointed to the migration of gambling money from front-of-shirt deals into training kit and sleeve inventory, and argued that with multiple clubs simultaneously seeking to sell comparable rights, those deals will get cheaper for buyers, a supply and demand dynamic that United are not immune from, even as the biggest commercial prospect in the division.
Entain has separately called on the Independent Football Regulator to clarify that its draft rules cover income from unlicensed gambling operators sponsoring Premier League clubs, adding a further regulatory dimension to the commercial landscape.
For rival operators still holding front-of-shirt deals that cannot be renewed, training kit and sleeve inventory is likely to emerge as the primary battleground.
The UK government’s ongoing consultation on banning unlicensed operators from sports sponsorship entirely adds further uncertainty. How regulators respond to deals of this kind could shape the boundaries of gambling’s commercial presence in English football for years ahead.
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