Manchester United are looking to negotiate Nike’s biggest-ever sponsorship deal when renewal talks open in February.

The kit supplier’s 13-year partnership with the Red Devils expires in 2015, but talks about renewing the deal between the brand and the Premier League club are set to commence this winter, according to the Daily Mail.

Their current contract is estimated to be worth around £303m and United chief of staff Ed Woodward, who deals with commercial activities, is looking for a major increase.

The club will be sure to point out that football shirt sponsorship has increased massively since the initial agreement.

The Old Trafford club have negotiated a 2014-15 deal with American car manufacturer Chevrolet for an annual £52m, a six-fold increase on the Vodafone deal that coincided with the origins of Nike’s partnership.

Although the figure is unlikely to increase by the same amount, it is expected that the price-hike will be significant and Nike will be keen to remain aligned with one of the biggest sports teams in the world.

With the financial power held by Premier League rivals Manchester City, United will be keen to maximise their income to keep pace.

The club also slipped behind great rivals Liverpool in the kit sponsorship war of late, as the Mersey men penned a bumper-deal with Warrior sports.

The looming threat of Financial Fair Play makes negotiations at board level almost as important as fortunes on the pitch for United and all of their rivals.