Manchester United has signed a record £20 million training kit sponsorship deal with Betway, a gambling company. The agreement replaces the club's previous crypto-focused partnerships and signals a broader shift in sports funding strategies as regulators tighten scrutiny on digital assets.
The deal
Betway will now appear on Manchester United's training kit for the upcoming season. The £20 million annual fee is the largest training kit sponsorship in the club's history. It comes after United ended its crypto sponsorship deals, which had drawn criticism from some fan groups and regulators.
From crypto to gambling
The move marks a clear pivot. Over the past two years, Manchester United had leaned into cryptocurrency partnerships, including a deal with Tezos and others. But the crypto market downturn and increased regulatory pressure — particularly in the UK and Europe — made those deals less attractive. Gambling sponsorships, while also controversial, remain a more stable revenue stream for top-tier clubs.
This isn't just a single club's decision. The shift reflects evolving sports funding strategies amid regulatory and market changes in both the crypto and gambling sectors. As crypto companies pull back on sponsorship spending, gambling firms are stepping in to fill the gap. For Manchester United, the Betway deal provides immediate cash and a reliable partner — but it also reignites debate about the ethics of gambling advertising in sports.
The Premier League has already moved to ban gambling sponsorships on the front of shirts from the 2026-27 season. Training kit deals, like this one with Betway, are not affected by that ban — for now.
