Betano Becomes Aston Villa’s Official Partner Under New Three-Year Partnership Extension
Aston Villa Football Club and Kaizen Gaming, owner of the premium online sports betting and gaming brand Betano, have announced a three-year extension of their partnership, with the renewed agreement running through the end of the 2028/29 season.
Under the new agreement, Betano will become an Official Partner of Aston Villa, with its logo featured on the left sleeve of the club’s official shirts. The extension continues a relationship that began in 2024, when Betano joined the Premier League club as Principal Partner, with branding appearing on the front of the team’s match shirts.
Aston Villa and Betano Enter the Next Phase of Their Partnership
Since launching the partnership in 2024, Aston Villa has enjoyed a successful period that included the club’s UEFA Europa League triumph, a return to UEFA Champions League football and continued growth of its international profile.
During the same period, Betano has continued expanding as the flagship online betting and gaming brand of Kaizen Gaming, which now operates in 20 markets worldwide. The brand’s football presence in England has also grown, with Betano recently agreeing a three-year strategic partnership with Tottenham Hotspur.
Julio Iglesias, Chief Commercial Officer at Kaizen Gaming, described the first two years of the partnership as “nothing short of extraordinary.” He said the collaboration has been built on shared ambition, values and trust, adding that Aston Villa’s commitment to its community has made the partnership a natural fit.
Beyond Sponsorship: Community Impact Takes Centre Stage
The partnership has also included initiatives beyond traditional football sponsorship. Betano used its shirt sponsorship to increase the visibility of Acorns Children’s Hospice and the Aston Villa Foundation during the UEFA Europa League Final.
The company also stepped aside during Aston Villa’s 150th anniversary celebrations, allowing the club to wear its commemorative shirt without commercial branding. According to Kaizen Gaming, these initiatives reflected the shared values that have shaped the partnership beyond commercial objectives.
Partnership Extension Supports Long-Term Growth for Both Organisations
Looking ahead, Aston Villa and Betano said the renewed partnership will continue to focus on supporter engagement, community initiatives and creating memorable experiences for fans around the world. The extension comes as Betano deepens its football ties globally, including a new partnership with the Argentina national team ahead of the 2026 World Cup.
Francesco Calvo, President of Business at Aston Villa, said the club has worked collaboratively with Kaizen Gaming over the past two years and looks forward to exploring new opportunities together. He 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.”
The Aston Villa partnership also forms part of Betano’s wider commitment to football around the world, which this year also includes its role as an official supporter of the FIFA World Cup 2026. Kaizen Gaming said it remains focused on delivering safe and responsible betting experiences across every market where Betano operates.
Source : Kaizen Gaming
