Manchester United are in advanced talks over a deal with Betway to sponsor the club’s training kit from next season.
According to The Athletic, the Betway partnership could be worth in excess of £18 million and would then be among the highest of its kind in football.
The Red Devils have spent the past year without a training kit sponsor, leaving a notable commercial gap.
They finished 15th last season and lost to Tottenham Hotspur in the UEFA Europa League final.
It has been two years since United last graced the UEFA Champions League (UCL), but that wait is now set to end with a top-five league finish firmly in sight.
It is also reported that the club deliberately avoided signing a lower-value deal, choosing instead to hold out for a partnership that matched their commercial ambitions.
Betway is a British gambling company and have experience with Premier League clubs having previously sponsored West Ham United’s matchday shirts.
They also have global gambling partnerships with Manchester City, Arsenal and Brighton & Hove Albion.
A return to the Champions League is expected to deliver a significant financial boost across multiple revenue streams.
With more fixtures at the highest level, United’s global appeal will only grow, making them an even more attractive proposition for sponsors.
However, the financial windfall extends far beyond commercial deals alone.
The Red Devils will receive £16m as they have qualified for the elite competition.
With United set to play at least 10 games, every draw or win will be financially rewarded.
INEOS must now ensure that this financial momentum is matched by smart and strategic investment in the transfer market this summer.
They must focus on adding both quality and depth to the current squad.
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