Manchester United seal record sleeve sponsorship deal with fintech firm SumUp

Manchester United have signed a new sleeve sponsorship agreement with London-based financial technology firm SumUp, which the club describes as its “biggest ever sleeve partnership” — eclipsing the previous arrangement with DXC Technology that was valued at approximately £20 million per season and expired this summer.

The Old Trafford club has not disclosed the precise financial terms of the SumUp deal, but officials have made clear it represents a significant step up in commercial value. The agreement is the latest in a series of major sponsorship announcements at United, following a recently confirmed training kit deal with Betway.

Marc Armstrong, Manchester United’s chief business officer, said the partnership reflects the club’s broader 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.”

United believe their return to the UEFA Champions League this season has materially improved their leverage in commercial negotiations, allowing them to attract partners at a higher price point than during their recent absences from Europe’s top club competition.

SumUp chief commercial officer and UK CEO Luke Griffiths said the club’s global reach made the deal 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. “That extraordinary reach and passion make this partnership a natural fit for SumUp.”

Founded in London, SumUp provides payment and financial management services to consumers and small businesses across multiple markets. The company will have its branding displayed on United’s first-team shirts throughout the 2025-26 campaign and beyond.