Lucky record deal: Manchester United have reportedly agreed a commercial partnership with controversial Betway worth around £20 million a year. According to the Daily Mail, this ranks as the most lucrative training kit-only sponsorship package in football history.
This multi-year deal has helped fill a significant deficit in the club’s budget. United operated without a dedicated training kit sponsor throughout the season after their previous £24m-a-year, three-year deal with blockchain brand Tezos expired in June 2025.
The timing of the agreement directly coincides with the implementation of the Premier League’s upcoming ban. Gambling companies will be strictly prohibited from sponsoring matchday shirts from next season, forcing betting brands to seek other high-profile branding options.
The league’s restrictions only apply to the front of the jersey on game day, so training apparel remains fully exempt. Betting brands are aggressively pivoting, and United Airlines could maximize revenue by leveraging training kit sponsorships, which are completely outside the new rules.
Under the newly finalized terms, the online bookmaker’s well-known brands will feature prominently. The company logo will appear on all Carrington training wear and media content, ensuring significant international recognition during press conferences, digital club broadcasts and daily player training sessions.
The betting company is already deeply embedded in the sponsorship of English top-flight football. Apart from previously sponsoring West Ham’s kit, the betting company boasts active and high-profile global partnerships with Manchester City, Arsenal and Brighton.
United executives have deliberately resisted rushing into undervalued signings over the past year. The directors held discussions with several global brands and waited for an offer that matched the company’s valuation.
However, according to The Athletic, clubs are facing criticism for similar moves as the Premier League seeks to rein in gambling sponsorships across the league.
This major injection of sponsorship comes amid a radical financial restructuring led by Sir Jim Ratcliffe. The co-owners worked with the Glaser family to implement drastic cost-cutting measures.
Although the club declined to make an official statement ahead of the official announcement, the deal represents a huge financial boost. This could ensure healthy revenue generation and expand the transfer budget available to manager Michael Carrick ahead of a busy summer, when the market officially opens on June 15th.
