Betway names Africa a key market in Manchester United partnership
Betway has become Manchester United’s Official Principal Partner and identified Africa as a key market in its biggest sponsorship investment to date.
South Africa.- Manchester United and Super Group have announced a multi-year partnership that will see Betway become the club’s Official Principal Partner and Exclusive Global Betting Partner, with the operator identifying Africa as one of its key markets.
Announced on August 4, the multi-year agreement begins with the 2026/27 season. Under the agreement, the Betway logo will feature on the training kits of Manchester United’s men’s and women’s teams, while the brand will also receive prominent matchday exposure at Old Trafford and the Progress with Unity Stadium. Supporters will also have access to exclusive competitions.
In a Manchester United press release announcing the partnership, Neal Menashe, chief executive officer of Super Group, said: “We are thrilled that our Betway brand will be the Official Principal Partner and Exclusive Global Betting Partner of one of the world’s biggest football clubs. Manchester United’s global reach, particularly with their massive fanbase across Africa, aligns perfectly with our key markets.”
Menashe said the Premier League provides “a powerful platform to connect with fans globally”. He said: “We’re excited to see the Betway brand showcased at Old Trafford, and beyond, as part of our ongoing presence in English football’s top-flight.”
Manchester United chief business officer Marc Armstrong said the partnership reflects the club’s continued commercial strength and global appeal. “We are delighted to welcome Betway as Official Principal Partner. The scale of our exciting new partnership reflects our growth strategy, the enduring global strength and appeal of Manchester United, and our ability to attract leading brands that want to engage with our vast worldwide fanbase,” said Armstrong.
Armstrong described Betway as “a world-renowned brand with significant presence across world sport”. He added: “We look forward to working together to help accelerate their global ambitions and create new opportunities to bring supporters closer to Manchester United.”
The agreement represents Betway’s biggest sponsorship investment to date and adds Manchester United to the operator’s global sports portfolio, which includes top-flight football, Formula 1, international rugby union, cricket, basketball and tennis.
Betway has an established presence across several African markets, including South Africa, Ghana, Nigeria, Zambia, Tanzania, Malawi, Mozambique and Botswana. The partnership takes effect from the start of the 2026/27 season.
