Published on: May 29, 2026, at 11:02 AM.
Updated on: May 29, 2026, at 11:03 AM.
- Manchester United secures unprecedented £20 million annual sponsorship with Betway
- Premier League betting sponsorships expand beyond traditional match jerseys
- Most gambling-related sponsorships target international audiences rather than UK players
The iconic English Premier League club Manchester United has finalized a long-term training apparel sponsorship with the betting brand Betway, reportedly valued at around £20 million ($27 million) annually, as per numerous reports.
If the reports are accurate, this will mark the most lucrative sponsorship deal in the realm of soccer training apparel, showcasing how clubs in England are innovating and diversifying their revenue channels ahead of the upcoming prohibition on gambling brands sponsoring match jerseys.
While United’s jerseys will still prominently feature the Snapdragon logo, courtesy of a £60 million-per-year contract extending until 2029, their training gear will prominently display the Betway branding.
New Compromise Arrangement
The 20 teams in the Premier League voted in 2023 to phase out front-of-jersey gambling sponsorship starting with the 2026/27 season as part of a compromise with the British government, which was considering a full ban on gambling advertisement in sports.
At present, 11 out of the 20 clubs, excluding the so-called “Big Six,” have gambling logos displayed on their shirts, although all of them maintain commercial partnerships with various betting firms.
Shirt sleeves, advertising boards, and training apparel will still permit sponsorships, alongside a variety of other commercial arrangements and digital advertising opportunities.
This shift indicates a marketing strategy pivot toward what experts term secondary inventory. While the highly sought-after chest logo is now off the table, much of that sponsorship revenue is simply being redirected into these alternate arrangements.
Ongoing Presence
Opponents of the chest logo ban argue that it’s largely superficial and may not significantly reduce the exposure of gambling brands within soccer. The overwhelming presence of betting advertisements around sporting events has prompted a backlash from fans, who are concerned about the normalization of gambling among young audiences.
Research conducted by the University of Bristol business school revealed that gambling advertisements were broadcasted more than 29,000 times in the UK during the opening week of the 2015/16 season, a figure that is nearly three times higher than the previous year’s first week.
Most current gambling sponsors on EPL jerseys—nine out of eleven—are either targeting Asian markets or are global brands/offshore entities with limited presence in the UK. They leverage the Premier League’s international audience to reach markets where promoting gambling is often prohibited.