Betano and Aston Villa have agreed to continue their commercial partnership through a new three-year agreement that will keep the Kaizen Gaming-owned betting brand connected with the Premier League club until the end of the 2028/29 season.
The renewed deal marks a new phase in the relationship after Betano’s previous role as Aston Villa’s principal shirt sponsor. Under the new arrangement, Betano will become an Official Partner, with its branding moving to the left sleeve of the club’s playing shirts from the 2026/27 campaign. The change follows the Premier League’s voluntary ban on front-of-shirt gambling sponsorships, which came into effect ahead of the new season, prompting clubs and betting operators to restructure existing agreements.
Betano first partnered with Aston Villa in 2024 as the club’s front-of-shirt sponsor, supporting a period that saw Villa strengthen its domestic and European profile. During the partnership, the club secured UEFA Europa League success, returned to the UEFA Champions League and continued expanding its international fanbase.
Kaizen Gaming Co-Founder and CEO George Daskalakis said the extension reflects the strong relationship built between the two organisations over the past two years. He added that both parties share ambitions for continued growth and success on the global stage.
Aston Villa President of Business Operations Francesco Calvo described Betano as an important partner during one of the club’s most successful modern eras, saying the renewed agreement demonstrates the strength of the collaboration and provides a platform for further international expansion.
Although Aston Villa recently introduced Visit Rwanda as its new front-of-shirt sponsor, the club has chosen to retain its relationship with Betano in a revised format that complies with the Premier League’s updated sponsorship framework.
The extension also reinforces Betano’s broader football sponsorship strategy. The operator has continued to expand its presence across major competitions and clubs worldwide, using high-profile partnerships to strengthen brand recognition in regulated markets while adapting to evolving advertising rules across European football.