Manchester United in advanced talks over training kit sponsorship deal with Betway

The British gambling company previously sponsored West Ham United’s matchday shirts. Julian Finney/Getty Images Share article1Manchester United are in advanced talks over a deal with Betway to sponsor the club’s training kit from next season. The logo for Betway, the British gambling company, is set to be featured across the sportswear United use when undertaking sessions at Carrington, featuring in photographs released by the club. The multi-year agreement, if finalised as expected, would complete a lengthy process stretching back more than 12 months, with the previous sponsorship by Tezos, a blockchain firm, ending in June 2025. That three-year agreement earned United £24million ($32.5m) annually, but club executives have taken their time to strike a deal they feel is good value in the current climate. United sources with knowledge of the deal, not authorised to discuss details publicly, estimate the Betway partnership could be worth in excess of £18m and would then be among the highest of its kind in football, in terms of a single partner. Bayern Munich’s partnership with Allianz also includes stadium naming rights, for instance. United held talks with several other brands over the past year but did not conclude due to money and fit for the club. Betway have experience with Premier League clubs having previously sponsored West Ham United’s matchday shirts. The betting website has also struck global gambling partnerships with Manchester City, Arsenal and Brighton & Hove Albion. It is anticipated more clubs will look to secure gambling sponsors for training kits, with the voluntary ban on those types of companies being used on matchday attire coming into effect for the 2026-27 season. In April 2023, Premier League clubs voted to withdraw gambling sponsorship from the front of matchday shirts in recognition of a desire to reduce such advertisements in football. For the 2025-26 season, 11 out of the 20 Premier League clubs had a gambling, betting or casino company on the front of their matchday shirts. But these will all have to end, leading to such companies exploring other ways to garner exposure through attachment to clubs. United have gone a year without revenue from a training kit sponsor, having not wanted to commit to a brand at a lower value than what they believed was correct. Club executives previously held talks with Tanzania officials about becoming the sponsor but a deal could not be agreed. Tanzania is the African base of Six Rivers Foundation, the conservation project co-owner Sir Jim Ratcliffe is an investor in. United’s commercial income has been a topic of discussion at the club for several months, and was on the agenda when Joel and Avram Glazer visited Carrington alongside Ratcliffe in January. United are working with marketing agency Two Circles, led by former United sales manager Leo Thompson, to assist on finding the best deal for a shirt sleeve sponsor, with DXC’s current terms running out this summer. United are in talks with a handful of brands on this commercial partnership, and there is traction on striking a deal for next season. Sources feel they have been vindicated for waiting, with Champions League qualification now adding momentum to negotiations. In April, United announced a multi-year agreement with Levy, the entertainment hospitality firm, to enhance service at Old Trafford on matchdays. United are in line to receive a profit share while outsourcing staffing costs. Spot the pattern. Connect the terms Find the hidden link between sports terms