Betano has secured a high-profile sponsorship arrangement with Tottenham Hotspur, with the brand set to appear on the club’s training tops throughout the 2026/27 season.
The Kaizen Gaming-owned operator has been confirmed as an official partner of the Spurs men’s first team for the upcoming campaign, replacing BetMGM in the training wear role.
Beyond the single season of training kit branding, Betano will remain Tottenham’s official betting partner for Europe and Latin America until 2029.
Julio Iglesias, chief commercial officer at Kaizen Gaming, marked the occasion by saying: “This partnership marks another important milestone in Betano’s long-term investment in European football and the Premier League.”
Iglesias further added: “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.”
Betano has been growing its football portfolio steadily, having previously partnered with Aston Villa in the Premier League before joining forces with FIFA as a sponsor of the 2026 World Cup across Europe and South America.
Ryan Norys, chief revenue officer for Tottenham, also offered his perspective, saying: “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 by striving to help enhance knowledge around responsible gambling.”
Betano’s visibility at the club will extend well beyond training kit, with the brand confirmed to appear on media backdrops, pitchside LEDs, and big screens around and in the build-up to matches for the next four years.
One notable aspect of the deal is that Betano’s branding will be excluded from Tottenham’s retail inventory, meaning fans purchasing training kits will receive unsponsored versions.
The announcement states that “Betano is committed to delivering safe, responsible betting experiences across all markets in which it operates,” which may reflect the broader regulatory and reputational climate around gambling in sport.
This deal arrives as the Premier League’s voluntary ban on front-of-shirt betting sponsorships takes effect for the first time next season, pushing clubs and operators toward alternative partnership formats.
Several clubs have already adapted their arrangements accordingly, with Stake and Everton moving their branding from the front of the shirt to the sleeve rather than ending their association entirely.
West Ham’s relegation to the Championship has similarly given Boyle Sports an unexpected extension, as their front-of-shirt deal would have expired had the club remained in the top flight.
Midnite has also been busy in the Championship, renewing its partnership with Sheffield United, replacing Unibet as Middlesbrough’s shirt sponsor, and announcing a deal with Wolverhampton Wanderers back in June.
The pattern across English football is becoming clear: gambling sponsorships are not disappearing but are instead finding new and creative ways to maintain their presence at clubs across the pyramid.
