Betway Becomes Manchester United’s Official Principal Partner in Multi-Year Sponsorship Deal
Betway has signed a multi-year deal to become Manchester United's Official Principal Partner, even as parent company Super Group has fully exited the U.S. betting market.
Manchester United and Super Group have announced a multi-year partnership naming Betway the club’s Official Principal Partner and Exclusive Global Betting Partner. Starting with the 2026/27 season, Betway’s branding will appear on Manchester United’s men’s and women’s training kits, throughout Old Trafford, and on matchday signage at the club’s home ground, now rebranded internally as the Progress with Unity Stadium.
The agreement gives Manchester United supporters access to exclusive competitions and “once-in-a-lifetime” experiences tied to the sponsorship, while handing Betway a marquee platform inside one of the most-watched and commercially valuable leagues in world sport. For a club that has leaned heavily on commercial partnerships to fund its rebuild both on and off the pitch, adding a global betting brand of Betway’s scale is another significant revenue stream layered on top of its existing sponsorship portfolio.
A Marquee Deal for Betway’s Global Ambitions
Super Group and Manchester United confirmed the arrangement is Betway’s largest sponsorship commitment to date, surpassing the operator’s existing footprint across top-flight football, Formula 1, international rugby union, cricket, basketball, and tennis. Betway has built its brand largely through high-profile sports sponsorships over the past decade, and attaching itself to one of the most recognizable club crests on the planet represents a clear escalation of that strategy.
Marc Armstrong, Chief Business Officer at Manchester United, called the scale of the partnership a reflection of the club’s growth strategy and its ability to attract global brands seeking access to its worldwide fanbase. “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,” Armstrong said. “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.”
Neal Menashe, Chief Executive Officer of Super Group, pointed specifically to the club’s reach in Africa as a key driver behind the deal. “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. Manchester United’s global reach, particularly with their massive fanbase across Africa, aligns perfectly with our key markets,” Menashe said. He added that the Premier League’s status as the world’s most-watched domestic football competition gives Betway “a powerful platform to connect with fans globally,” and said the company is “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 Backdrop: Betway’s Retreat From the U.S.
The Manchester United deal lands at a notable moment for Super Group. While Betway is expanding its European and African football presence, the operator has fully withdrawn from the American market over the past year. Super Group shut down Betway’s U.S. sportsbook operations across nine states — including New Jersey, Pennsylvania, Arizona, Colorado, Indiana, Iowa, Louisiana, Ohio, and Virginia — with CEO Neal Menashe citing no “long-term path to profitability” for the sports betting product in the U.S. at the time. Betway had also let its Massachusetts license lapse months earlier.
Super Group didn’t stop at sports betting. The company later moved to wind down its remaining U.S. iGaming business as well, completing a full exit of its brands and operations from the American market entirely. Menashe cited “recent regulatory developments combined with ongoing assessment of capital allocation requirements” as the driver behind that broader retreat, with the company absorbing a restructuring charge in the tens of millions of dollars tied to the closure.
That contrast is instructive. Rather than continuing to fight for market share in the U.S., where high state tax rates and intense competition among operators have squeezed margins across the industry, Super Group is redirecting its resources toward markets where it already has scale and brand equity — Europe, Africa, and now, more visibly than ever, the Premier League. The Manchester United partnership fits neatly into that pivot: a bet on international growth rather than domestic survival.
What It Means for U.S. Bettors
For American sports bettors, Betway’s name recognition may linger, but the brand is no longer a domestic option. The operators still actively competing for U.S. market share continue to expand their own marketing and sponsorship footprints instead, with names like DraftKings and FanDuel remaining the dominant forces bettors are likely to see promoted around major sporting events heading into the new football season.
Betway’s branding is expected to roll out across Old Trafford and Manchester United’s training kits ahead of the 2026/27 campaign, cementing Super Group’s football strategy around international markets, particularly Africa and Europe, as the company continues to lean into its core iGaming and international sports betting business following its departure from the United States.