Betano pens three-year deal to take Aston Villa sleeve sponsorship

Betano has struck a three-year extension to its sponsorship agreement with Aston Villa to become the Premier League side’s new sleeve sponsor.

The Kaizen Gaming-owned bookmaker has served as the reigning Europa League champions’ front-of-shirt sponsor for the past two years.

From the start of the 2026-27 season, Premier League clubs will no longer be able to sport gambling logos on the front of their shirts as part of a voluntary agreement.

Clubs will continue to be allowed to have gambling partners on sleeves, training wear and pitch-side LED boards.

As such, Betano will now occupy Aston Villa’s sleeve sponsorship space through to the end of the 2028-29 season.

Athens-based Betano launched in the UK in 2024, after agreeing a white-label deal with BetVictor parent BVGroup, which also provides white-label services for Heart Bingo, Smooth Spins, Parimatch and talkSPORT Bet.

Earlier this month, Aston Villa announced Visit Rwanda would become the club’s front-of-shirt partner, as well as official tourism partner and coffee provider.

The Villa Park side described the Visit Rwanda partnership as the “most important sponsorship deal in the history of the football club”, yet there has been disquiet among some supporters over Rwanda’s human rights record. 

At the start of July, Betano agreed a training wear partnership with Tottenham Hotspur for the 2026-27 season. Betano will replace LeoVegas Group-operated BetMGM as Spurs’ training kit partner.

From the 2027-28 season, Betano will be the club’s official betting partner in Europe and Latam for the final two years of the deal.

Premier League clubs continue to adjust to the new commercial landscape, with Fulham adding data analytics company ClickHouse as its front-of-shirt partner.

ClickHouse has replaced Asia-facing SBOTOP. Fulham does not list a gambling sponsor in any form on its website.

Sunderland and Nottingham Forest are the only remaining Premier League sides with a gambling front-of-shirt sponsor last season yet to name a new principal partner. Sunderland had W88 as their main sponsor, while Nottingham Forest penned a deal with Bally’s. 

Last season, 11 of the 20 Premier League clubs had principal partnerships with gambling firms.

Three of those, West Ham, Burnley and Wolves, were all relegated. The front-of-shirt ban does not apply in the Championship.

Julio Iglesias, Kaizen Gaming chief commercial officer, said: “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.”

Francesco Calvo, Aston Villa president of business, 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.”

The post Betano pens three-year deal to take Aston Villa sleeve sponsorship first appeared on EGR Intel.

 Kaizen Gaming-owned brand to move from the front of the Midlands club’s shirts, in line with voluntary ban on such agreements in the Premier League 
The post Betano pens three-year deal to take Aston Villa sleeve sponsorship first appeared on EGR Intel.