SumUp Becomes Manchester United’s Sleeve Sponsor in the Club’s Biggest Deal Yet
SumUp has secured a multi-year deal to become the official sleeve partner of Manchester United, replacing DXC Technology. The London-based fintech company will display its logo on the men’s, women’s, and academy shirts across all competitions, including matchday presence at Old Trafford and the Progress with Unity Stadium.
September 9, 2026 – 1:07 pm
Official Shirt Sleeve Partner of Manchester United
Credit: SumUp
The financial details remain undisclosed, but City AM reports a figure exceeding £20 million per year, marking a club record for the sleeve position. This surpasses the previous deal held by DXC Technology, valued at £20 million annually until last year.
For context, this is comparable to Arsenal’s agreement with Deel, worth up to £25 million annually, and falls short of Real Madrid’s £60 million partnership with HP. Manchester United also has other technology sponsors on their shirts; Qualcomm’s Snapdragon is featured on the front of the jersey, while Betway’s sponsorship is part of the training kit, both valued at around £20 million per year.
Beyond Branding: A Customer Acquisition Strategy
SumUp and Manchester United will launch a co-branded payment card offering rewards at official club outlets and participating businesses across the UK. This card targets SumUp’s Personal Account users, a consumer banking product that complements their existing business-to-business focus on payment terminals.
The strategic move aligns with SumUp’s upcoming initial public offering (IPO). As a fifteen-year-old, profitable payments company, SumUp differs from recent crypto exchange sponsors who faced premature contract terminations. The deal is structured around the sleeve space rather than a stadium name, reflecting a substantial commitment in a category that has seen its fair share of ups and downs.
Fintech’s Growing Presence in Sport
SumUp joins a growing list of fintech companies leveraging sports partnerships for brand recognition. While some, like Revolut, Wise, and Klarna, have successfully used sport to build consumer awareness, others faced challenges during the 2021-2022 period when crypto exchanges sponsored European teams.
Luke Griffiths, SumUp’s Chief Commercial Officer and UK CEO, emphasizes a habit-building approach, encouraging fans to use the Personal Account for their financial needs and supporting the businesses that enhance matchdays.
"Manchester United is one of the most iconic and followed clubs in the world… That extraordinary reach and passion make this partnership a natural fit for SumUp," Griffiths stated.