What happened to Manchester United’s training kit sponsor and why?
Manchester United have this week unveiled their new training kit for the 2025/26 season, but one thing is notably missing: a sponsor. This absence is more than a cosmetic issue. It signals a growing unease among commercial partners about the club’s long-term value.
Key sponsorship exits
United’s £24 million-a-year deal with blockchain firm Tezos expired at the end of June, and no replacement has been announced. Just weeks earlier, Marriott International also opted not to renew its partnership. Together, these exits could see a hit of up to £30 million to the club’s £178 million sponsorship income, a warning light for Ineos, who took over football operations last year.
While United are still set to post record overall revenue, expected to exceed £662 million, the underlying picture is more fragile.
To read about what happened when Chelsea announced a new home kit without a front-of-shirt sponsor, click here.
How does on-pitch performance affect perception?
Former Everton CEO Keith Wyness describes a “slow erosion” of interest from global brands. And in a sponsorship market that values reach, stability, and competitive relevance, United’s recent 15th-place Premier League finish and lack of European football have left the club in the unfamiliar position of having something to prove. Their rich history and global standing may no longer be enough.
Adam Williams, a football finance analyst, notes that a training kit sponsor will tend to walk away via pre-agreed break clauses if performance or visibility declines. According to Williams, the fact that United launched a sponsorless kit strongly suggests Tezos pulled out voluntarily. “That might be because they are reducing ad spend—or that United no longer offer the return they once did,” he told United in Focus.
The badge still sells, but for how long?
Despite holding world football’s most lucrative kit deal with Adidas (£900 million), United risk falling behind rivals who are delivering more consistent sporting results and sharper commercial growth. The club’s brand power remains formidable, but in a results-driven market, identity alone will not attract brands of proportionate might.
Ineos’ challenge is clear: work to restore the club's perception, or watch off-pitch revenues continue to recede.
To read The Sponsor's Premier League Fair Market Sponsorship Values, covering all 20 clubs' front-of-shirt and sleeve sponsorship assets, click here.
