Tottenham Hotspur has announced a new sponsorship partnership with Betano, the sportsbook owned by Kaizen Gaming, ahead of the 2026/27 Premier League season.
The deal will see Betano feature prominently on Tottenham’s training kit throughout the 2026/27 campaign in the lead-up to men’s fixtures.
Betano’s branding will also appear on media backdrops, pitchside LED boards, and big screens inside Tottenham Hotspur Stadium on matchdays.
Beyond the branding elements, the two parties will collaborate on fan engagement opportunities and exclusive supporter experiences across the upcoming season.
Ryan Norys, Chief Revenue Officer at Tottenham Hotspur, commented on the agreement, saying: “We’re pleased to begin this long-term partnership with Betano as we look ahead to the start of a new football season with great excitement.”
Norys added: “From our earliest conversations, it was clear we had a shared vision for what a modern sports partnership should look like, one that creates unique experiences for our supporters while making a positive impact beyond football.”
Betano described the agreement as a significant moment in its broader European football strategy, citing Tottenham’s global reach and digital leadership as key factors in the decision.
In a statement, Betano said: “This partnership marks another important milestone in Betano’s long-term investment in European football and the Premier League.”
The operator continued: “As we continue to expand internationally, Tottenham Hotspur’s global reach, digital leadership and ambitious outlook make the Club an ideal partner for the next stage of our growth.”
The deal forms part of a wider period of rapid expansion for Betano, which was recently named an official tournament supporter of the 2026 FIFA World Cup across Europe and South America.
Kaizen Gaming’s operator had also secured a position as an official regional sponsor of the Argentina national football team as part of its push into Latin American markets.
The timing of the Tottenham partnership is notable given the Premier League’s ongoing transition away from front-of-shirt gambling sponsorships, a change set to take full effect after the 2026/27 season.
However, gambling brands will still be permitted to appear on training kits, sleeve areas, and LED advertising after that deadline, meaning deals like this remain a viable commercial avenue for both clubs and operators.
Betano has underlined its commitment to responsible gambling practices across all of the markets in which it currently operates.
