Manchester United agree club record sleeve sponsorship with fintech unicorn SumUp
Manchester United have filled their sleeve sponsor vacancy by signing a club record multi-year deal worth more than £20m a year with fintech unicorn SumUp.
The London-based provider of mobile payment solutions will appear on the sleeve of matchday shirts worn by United’s men’s, women’s and youth teams.
The financial terms are understood to represent an increase on the £20m-per-season being paid by DXC Technology until the end of last season.
It follows United’s club record £20m-a-year training kit sponsorship with Betway and comes ahead of their return to the Champions League after a two-year absence this week.
“SumUp is a rapidly growing global business and we are delighted to welcome them to Manchester United as our official sleeve partner,” said United chief commercial officer Marc Armstrong.
“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.
“We look forward to working closely with SumUp to bring them closer to our global fanbase, Manchester United helping them tell their story on a worldwide stage and supporting the next chapter of their impressive growth journey.”
How Man Utd sleeve deal compares with Arsenal and Real Madrid
United were forced to begin the season last month without a new sleeve partner, which led to them breaching Premier League rules.
The United sleeve partnership is the first in elite sports for SumUp, which has enjoyed rapid growth since being founded in 2012 and has been mulling an IPO at a valuation of £8bn-£12bn.
“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. That extraordinary reach and passion make this partnership a natural fit for SumUp,” said its UK CEO Luke Griffiths.
“Through this partnership, we want to connect with Manchester United fans in those moments, introducing more people to SumUp and creating experiences that make being a supporter even more rewarding. We look forward to bringing the energy, ambition and spirit of Manchester United to life for fans everywhere.”
United’s sleeve deal is reported to be just shy of Arsenal’s with Deel, worth up to £25 a year, but both are dwarfed by Real Madrid’s world-leading £60m-per-season agreement with HP.