Manchester United in Advanced Talks with Betway for Training Kit Sponsorship Deal
Manchester United is currently in advanced discussions with Betway to secure a sponsorship deal for the club's training kit starting from the next season. The potential agreement would see the logo of Betway, a British gambling company, prominently displayed on the sportswear worn by United players during training sessions at Carrington. The negotiations have been ongoing for over a year, following the expiration of the previous sponsorship deal with Tezos, a blockchain firm, in June 2025. The new partnership with Betway is estimated to be valued at over £18 million, making it one of the most lucrative deals of its kind in football.
Betway has a history of sponsoring Premier League clubs, having previously partnered with West Ham United for matchday shirts. The betting website has also established global gambling partnerships with other English clubs such as Manchester City, Arsenal, and Brighton & Hove Albion. With the upcoming ban on gambling sponsors on matchday attire set to take effect in the 2026-27 season, clubs are exploring alternative avenues to secure sponsorships, including training kits. This shift in sponsorship regulations has prompted clubs to seek new partnerships to maintain revenue streams.
Manchester United had previously engaged in discussions with Tanzanian officials regarding a potential sponsorship deal, but an agreement could not be reached. The club's commercial strategy has been a focal point, with executives actively seeking partnerships that align with the club's values and financial expectations. United's commercial income has been a key focus, with efforts to secure a shirt sleeve sponsor for the upcoming season in progress. The club is working with marketing agency Two Circles to identify suitable partners for this commercial opportunity, with negotiations showing positive signs following the team's Champions League qualification.
In addition to the potential partnership with Betway for the training kit sponsorship, Manchester United recently announced a collaboration with Levy, an entertainment hospitality firm, to enhance matchday services at Old Trafford. The agreement includes a profit-sharing arrangement and the outsourcing of staffing costs, reflecting the club's commitment to optimizing commercial opportunities. As negotiations progress with various brands for sponsorship deals, United remains focused on securing partnerships that align with their strategic objectives and financial expectations.