Manchester United have unveiled a new multi-year training kit partnership with betting company Betway, a deal the club describes as the biggest of its kind anywhere in world football.
The exact financial details have not been made public, but reports indicate that Super Group, which owns the Betway brand, could be paying around £20 million per season for the privilege. As part of the agreement, the Betway logo will appear on training kits worn by both United's men's and women's squads, and will also be visible around Old Trafford and the Progress with Unity Stadium during matchdays.
The new tie-up fills a gap left after United spent the previous season without a training kit sponsor, following the expiry of their partnership with blockchain firm Tezos. Club officials believe the return to Champions League football played a key role in strengthening their hand during negotiations, allowing them to command better terms than would otherwise have been on offer.
The timing of the deal is also notable given incoming Premier League rules that will ban gambling firms from appearing on the front of matchday shirts starting next season, making training kit sponsorship an increasingly attractive avenue for betting companies looking to maintain visibility with major clubs.
Marc Armstrong, Manchester United's chief business officer, welcomed the agreement, saying: "We are delighted to welcome Betway as 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."
The announcement comes at a pivotal moment for the club, who are looking to build on a third-place finish in the Premier League last season. Michael Carrick has since been confirmed as permanent manager, tasked with leading United through what promises to be a far more demanding campaign after the side played only 40 matches across all competitions the previous term.
United have already been active in the transfer market this summer, bringing in midfield reinforcements Andrey Santos from Chelsea and Youri Tielemans from Aston Villa. The club is expected to continue pursuing further additions before the transfer window closes, as Carrick aims to strengthen his squad ahead of a schedule that will include Champions League football.
On the pitch, United's preparations continue with a pre-season friendly against the reigning European champions this Saturday, offering Carrick another opportunity to assess his squad before the competitive campaign begins. The Red Devils will open their Premier League season away at newly promoted Hull City on August 22.
The Betway partnership represents another significant commercial milestone for United as they continue efforts to strengthen both their footballing and financial standing following a season in which they missed out on continental competition. With the club now back among Europe's elite and having secured what they describe as a record-breaking sponsorship agreement, the coming months will reveal whether that momentum can translate into on-field success as Carrick begins his first full season in permanent charge.
Based on reporting from Independent (football).