Manchester United has signed a multi-year training kit sponsorship deal with Betway worth £20 million (roughly $27 million) per year, making it the most lucrative training-kit-only sponsorship in football history.

The deal, which will see Betway’s branding on United’s training gear starting in the 2026/27 season, replaces the club’s previous partnership with blockchain platform Tezos.

From blockchain to bookmakers

Manchester United’s relationship with Tezos lasted approximately three years before ending in the summer of 2025. That deal was valued at £20-25 million per year and included NFT elements. The XTZ token, which was central to Tezos’s branding strategy, declined significantly in value alongside the broader crypto market downturn. United then spent the entire 2025/26 season without a training kit sponsor at all while it searched for the right partner.

Betway filled that gap with a deal that matches the lower end of what Tezos was paying, but without the volatility risk that comes with tying sponsorship economics to a token price.

New Premier League regulations will prohibit gambling companies from appearing on front-of-shirt sponsorships starting in the 2026/27 season. That means betting firms like Betway are being pushed into alternative real estate: training kits, sleeve patches, and stadium signage.

Betway’s parent company, Super Group, launched its own digital currency called the ZAR Supercoin in November 2025. It’s described as a stablecoin, and while it won’t directly influence the Manchester United sponsorship, it signals that even traditional betting operators see digital assets as part of their future infrastructure.