Super Group’s Betway has confirmed its much-anticipated partnership with Manchester United, becoming the club’s principal partner and exclusive global betting partner.
The deal will begin at the beginning of the new Premier League season this month, seeing Man Utd’s men’s and women’s teams training kits adorn the Betway logo.
Betway has described it as its “biggest deal to date”, adding Man Utd to a sports sponsorship portfolio that includes deals across football, Formula 1, rugby union, cricket, basketball and tennis.
In May, it was rumoured that the deal had been agreed, with Betway reported to be paying Man Utd a fee of around £20m.
But it has taken until today – over two months later – for the Guernsey-headquartered business to nail down an agreement with the 13-time Premier League champions.
“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,” said Neal Menashe, Chief Executive Officer of Super Group.
“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. 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.”
Man Utd follow Premier League rivals
Man Utd join Tottenham, Aston Villa and Everton as clubs finding alternative partnerships with gambling operators amid the incoming front-of-shirt ban.
Tottenham signed a training kit deal with Betano, and Aston Villa also tapped the Kaizen Gaming-owned bookmaker for a shirt sleeve deal. Stake signed a sleeve sponsorship with Everton, much to the chagrin of many supporters of the UK’s licensed industry.
Betway’s brand is set to “feature prominently on matchdays” at Man Utd’s Old Trafford and the Progress with Unity Stadium.
Supporters are also set to benefit from exclusive competitions and experiences.
Responsible gambling is also a key focus of the deal, with the operators offering comprehensive safer gambling resources to players, staff and fans at Man Utd.
Marc Armstrong, Chief Business Officer at Man Utd, added: “We are delighted to welcome Betway as our 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.”
