Betano has renewed its sponsorship agreement with Aston Villa, securing a three-year partnership extension with the Premier League football team.
The Kaizen Gaming brand will see its Betano logo featured on the left sleeve of the club’s official shirts, highlighting a new era for the relationship between Premier League clubs and the betting industry.
Aston Villa and Betano first collaborated with a principal partnership in 2024, with Betano being the club’s front-of-shirt sponsor in the years since.
However, with the betting sponsorship rule changes being enforced in the Premier League from this upcoming season, the logo has been moved to the sleeve as a result of a new voluntary front-of-shirt gambling sponsorship ban commitment undertaken by clubs in the football league.
Julio Iglesias, Chief Commercial Officer at Kaizen Gaming, noted: “Our first two years with Aston Villa have been nothing short of extraordinary.
“We entered this partnership with total respect for this club’s immense heritage, and it has been a privilege to stand next to the team and its global fanbase during a historic period of success, culminating in winning the UEFA Europa League.
“Beyond football, Aston Villa is an organisation that deeply cares for its community and we are happy to support them. All in all, this partnership has been a natural fit, built around shared ambition, values and trust.”
Sleeve, training kit and EFL
With the new Premier League regulations banning front-of-shirt sponsorship from gambling companies starting this upcoming season, many operators and football clubs have either switched to sleeve sponsorship or to training wear sponsorship with new agreements.
Betano recently announced a new deal with Tottenham Hotspur to become the club’s new training wear partner for the 2026/27 season, before transitioning the Kaizen-gaming brand to its LATAM Betting Partner through to 2029.
Everton has moved Stake from the front-of-shirt to becoming the club’s sleeve sponsor, and AFC Bournemouth has announced MrQ Casino as its sleeve sponsor via a new multi-year partnership.
Meanwhile, reports continue to circulate that Manchester United have inked a £20m training wear sponsorship deal with Betway.
However, front-of-shirt sponsorship is still allowed with clubs playing in the EFL, as Mr Vegas recently announced a deal with Reading, while Midnite has agreements in place with Middlesbrough, Sheffield United, Southampton and Wolverhampton Wanderers.
Community support
Betano has promised to continue supporting community initiatives and focus on supporter engagement over the next three years of its partnership with Aston Villa, as it has since the partnership between the two parties first began.
Over the past two years, during Aston Villa’s UEFA Champions League and Europa League matches in European markets where Betano has been unable to advertise, the brand has provided its shirt space to support organisations such as the Acorns Children’s Hospital and the Aston Villa Foundation during the Europa League final back in May.
Additionally, Betano stepped away during the club’s 150th anniversary celebrations so the team could wear its authentic commemorative shirt.
Francesco Calvo, President of Business at Aston Villa, added: “It is fantastic news that we will be continuing our partnership with Kaizen Gaming. Over the past two years, we have worked collaboratively on a number of different initiatives and look forward to further exploring new avenues for growth together.
“We are proud of everything we have achieved with Kaizen Gaming as Principal Partner and are excited about the opportunities that we can align on in the future.”
