Manchester United seal record sleeve deal with fintech firm SumUp

Manchester United have signed a multi-million-pound sleeve sponsorship agreement with British financial technology company SumUp, the club confirmed this week, describing it as their “biggest ever sleeve partnership.”

The deal fills the gap left by DXC Technology, whose sleeve sponsorship — worth around £20 million per season — expired in the summer. United have not disclosed the financial terms of the new arrangement, but the club’s characterisation of it as a record sleeve deal suggests it surpasses that previous figure. SumUp’s branding will appear on both the home and away kits.

The agreement is the latest in a series of commercial partnerships United have pursued since returning to the Champions League. The club also recently concluded a training kit deal with Betway, and sources at Old Trafford indicate that the European competition has strengthened their hand in negotiations with prospective sponsors.

Marc Armstrong, Manchester United’s chief business officer, said the deal reflects the club’s ongoing commercial ambitions. “SumUp is a rapidly growing global business and we are delighted to welcome them to Manchester United as our Official Sleeve Partner,” Armstrong said. “The new agreement supports our commercial growth strategy and reflects the continued appeal of Manchester United as a platform for ambitious brands looking to connect with audiences around the world.”

SumUp, headquartered in London, provides payment and financial management services to consumers and small businesses. Luke Griffiths, the company’s chief commercial officer and UK CEO, said the club’s global reach made the partnership a natural fit. “Manchester United is one of the most iconic and followed clubs in the world, with a fanbase that continues to grow across generations and borders,” Griffiths said.

Premier League clubs have been permitted to carry sleeve sponsors since the start of the 2017/18 season. United’s first sleeve partner was plumbing and water technology brand Kohler, who came on board for the 2018/19 campaign under a multi-year agreement. DXC Technology succeeded them in 2022 before the current deal lapsed.