Sami Kurvinen 
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Betway lands record Man Utd partnership
We previously reported that a black-market casino will continue to sponsor a Premier League team.
However, they are not the only ones aiming for huge marketing reach through the world’s most popular football league, as UKGC-licensed Betway has now extended its sponsorship of Premier League clubs through a record deal with Manchester United.
New types of Premier League sponsorships
The Premier League has effectively said, “No more gambling logos on the front of players’ match shirts.” But it hasn’t banned gambling sponsorship altogether.
So clubs and betting companies are adapting. Instead of paying for the most visible spot (the front of the match shirt), companies are paying for the next best place: training kits, stadium advertising, and official partnership rights.
Manchester United has landed what looks like one of the biggest deals of this kind, showing that these alternative sponsorships can still be extremely valuable. While the rules have changed, the relationship between football clubs and betting companies is continuing in a different form.
The Betway deal with Manchester United
Betway will become Manchester United’s main commercial partner starting from the upcoming 2026/2027 season.
The Betway logo will appear on Man Utd’s training gear, and the Betway branding will also be visible around Old Trafford and the women’s stadium on match days.
Betway will also be Manchester United’s exclusive global betting partner.
Betway is also the global betting partner of Man City, Arsenal, Fulham, Sunderland, Bournemouth, and Brighton & Hove Albion.
What is the value of this partnership?
Different media reports suggest that this Betway/Man Utd deal is worth more than £18 million, making it the biggest training kit or shirt-sleeve sponsorship deal the club has ever signed.