Manchester City Expresses Disappointment Over Partner Betway's Deal with Manchester United
Manchester City figures have voiced frustration regarding their existing partner, Betway, signing a new training kit sponsorship deal with rival club Manchester United. Betway has been Manchester City's official global betting and gaming partner since July 2024. The agreement with Manchester United is reportedly worth around £20 million annually. Sources at Manchester City have suggested that United's chief executive, Omar Berrada, a former City Football Group executive, may be mirroring commercial strategies from his previous employer. This development comes amid changes in Premier League sponsorship regulations and United's efforts to enhance commercial revenue.
Manchester City has expressed disappointment following the announcement of its club partner, Betway, securing a training kit sponsorship deal with cross-city rivals Manchester United. Betway became City's official global betting and gaming partner in July 2024, an agreement announced by then-City Football Group chief executive Ferran Soriano.
The new deal will see Betway sponsor Manchester United's training kit, a move reported to be valued at approximately £20 million annually. This development has caused irritation within Manchester City, particularly given Betway's established relationship with the club.
According to reports, some figures at Manchester City have suggested that Manchester United's chief executive, Omar Berrada, is adopting strategies from his former employers. Berrada, who spent years within City Football Group, served as City’s chief football operations officer before moving to Manchester United as chief executive in July 2024, following Sir Jim Ratcliffe's investment in the Old Trafford club.
United's Betway deal is understood to be one of the most lucrative training kit agreements in football history. It follows a season where Manchester United operated without a training wear partner and aligns with the club's ongoing efforts to boost commercial revenue. The timing is also notable as Premier League regulations are set to ban gambling companies from front-of-shirt sponsorship from next season, prompting betting firms to explore alternative visibility avenues like training wear.
For Manchester City, the frustration reportedly stems less from the commercial specifics and more from a long-standing partner aligning with a direct rival under the leadership of a former senior executive from their own club. Manchester United, however, is not expected to be significantly concerned by the reaction, viewing the deal as a notable commercial victory under the leadership of Ratcliffe and Berrada.
(Source: Yahoo Sports Soccer)
