MANCHESTER UNITED are in advanced talks over a major new deal with Betway to become the club’s training kit sponsor from next season.
Manchester United are reportedly close to agreeing a new sponsorhsip deal Credit: Alamy
Sir Jim Ratcliffe and co believe that with the return of Champions League football, they’ll be in good standing for a good deal Credit: Getty
The proposed multi-year agreement would end a long search for a replacement after the club’s previous deal with blockchain firm Tezos expired in June 2025.
That three-year partnership was worth around £24million a year, but United chiefs have been holding out for what they believe is stronger value in a changing commercial market.
According to the Athletic , the Betway deal could be worth more than £18million and would rank among the most lucrative training kit partnerships in football.
By comparison, Bayern Munich’s long-running relationship with Allianz also extends into stadium naming rights, underlining the scale of top-tier sponsorship packages.
United have spoken to a number of potential partners over the past year but opted against rushing into a deal with money and brand alignment key sticking points.
are no strangers to the Premier League, having previously fronted West Ham’s shirts on matchdays and holding wider commercial partnerships with clubs including Manchester City, and Brighton.
Manchester United could now have Betway on their training gears next season Credit: Getty
With Premier League clubs agreeing to phase out gambling companies on the front of matchday shirts from the 2026-27 season, firms like Betway are increasingly targeting alternative exposure through training wear and other branding opportunities.
In the 2025-26 season, 11 top-flight clubs carried gambling sponsors on their shirts but those deals are now being wound down following the league’s voluntary ban.
United have gone a year without a training kit sponsor after refusing to accept what they felt were undervalued offers.
Club executives believe patience may now pay off, particularly with qualification boosting their negotiating position.
Earlier discussions were also held over a potential tie-up involving Tanzania-linked interests connected to Sir Jim Ratcliffe’s conservation project, but no agreement was reached.
Commercial strategy at has been under the microscope in recent months, including during a visit by Joel and Avram Glazer alongside Ratcliffe in January.
The club are also working with marketing agency Two Circles, led by former United commercial boss Leo Thompson, as they look to finalise a sleeve sponsor deal, with DXC Technology’s current agreement due to expire this summer.
Meanwhile, United recently announced a separate multi-year partnership with hospitality firm Levy to enhance matchday services at , with the club set to benefit from a profit-share model.
Eze Chidiebere Paul
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