Betano and Aston Villa have agreed to a three-year extension of their existing partnership, originally signed in 2024, running through to the end of the 2028/29 season.
The renewed deal comes with a significant structural change, as Betano’s branding will move from the front of Aston Villa’s shirts to the left sleeve of the club’s kits.
The shift follows the Premier League’s 2026/27 front-of-shirt gambling ban, which has reshaped how betting brands engage with top-flight English football clubs.
Betano’s status within the partnership has also been adjusted, moving from principal partner to official partner under the terms of the new agreement.
Francesco Calvo, President of Business at Aston Villa, welcomed the continuation of the relationship, saying: “It is fantastic news that we will be continuing our partnership with Kaizen Gaming.”
Calvo added: “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.”
Julio Iglesias, Chief Commercial Officer at Kaizen Gaming, described the opening chapter of the partnership in strong terms, stating: “Our first two years with Aston Villa have been nothing short of extraordinary.”
Iglesias continued: “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.”
The partnership has extended beyond commercial activity, with the two parties collaborating on charitable initiatives including donating front-of-shirt space to Acorns Children’s Hospital and the Aston Villa Foundation for high-profile matches such as the Europa League final.
While no official figures have been confirmed, estimates place the former shirt sponsorship at around £20 million per season, with the new sleeve arrangement valued at approximately £10 million per season.
Aston Villa has separately announced Visit Rwanda as its new front-of-shirt sponsor, filling the space vacated by Betano’s move to the sleeve.
The extension reinforces Betano’s broader ambitions in football sponsorship, with the Kaizen Gaming-owned brand already holding significant deals across Europe and South America.
Betano currently serves as a global sponsor of UEFA’s Europa League and Conference League, and holds regional club partnerships with teams including Tottenham Hotspur, FC Porto, Benfica, Sporting CP, SC Braga, River Plate, Fluminense, Atlético Mineiro, and FCSB.
The brand also served as the official betting partner for Europe and South America during the World Cup and holds a regional sponsorship with Argentina’s national team.
In the UK, Betano has been building momentum since its May 2024 launch, sitting at 58th out of 355 brands on the Blask index with a 23% year-over-year and month-over-month growth rate recorded by the platform.
