Aston Villa and Betano have extended their commercial partnership for another three years, keeping the agreement in place until the end of the 2028-29 season. The renewal will see Betano continue as an Official Partner of the Premier League club, with its branding remaining on the left sleeve of Aston Villa’s match shirts following changes to the league’s gambling sponsorship rules.
The latest agreement builds on a relationship that began in 2024, when Betano, the flagship online sports betting and gaming brand of Kaizen Gaming, became Aston Villa’s Principal Partner. Since then, both organisations have expanded their international presence while working together on commercial and community initiatives.
Partnership enters a new phase
The renewed deal comes as Premier League clubs prepare for the voluntary withdrawal of front of shirt gambling sponsorships. Under the new arrangement, Betano’s branding will remain visible on Aston Villa‘s left sleeve, allowing the partnership to continue in line with the updated regulations.
The extension secures the relationship through the 2028-29 campaign and reflects both organisations’ intention to continue working together as they pursue international growth.
Since launching the partnership, Aston Villa has enjoyed a successful period on the pitch. The club won the UEFA Europa League, returned to the UEFA Champions League and expanded its global fan base. During the same period, Betano has strengthened its international footprint, growing its presence across 20 regulated markets as part of Kaizen Gaming’s wider expansion strategy.
As football betting continues to attract global audiences, fans are also exploring best online sportsbetting options alongside coverage of major clubs and competitions.
Executives highlight shared ambitions
Julio Iglesias, Chief Commercial Officer at Kaizen Gaming, said the partnership has been built on shared values, trust and ambition over the past two years.
He noted that Aston Villa’s history, sporting ambitions and commitment to its local community have aligned closely with Betano’s long term vision. Iglesias also praised the club’s achievements on and off the pitch during the partnership.
Francesco Calvo, Aston Villa’s President of Business, welcomed the extension and said the collaboration has delivered meaningful results across the past two seasons.
He added that the renewed agreement will create further opportunities for commercial innovation while strengthening the club’s global partnership portfolio.
Community projects remain part of the agreement
Alongside its commercial activities, the partnership has also supported several community initiatives.
During Aston Villa’s UEFA Europa League final, Betano gave up its shirt sponsorship space to promote the Aston Villa Foundation and Acorns Children’s Hospital, increasing visibility for both organisations.
During Aston Villa’s 150th anniversary celebrations, the corporation likewise abstained, enabling the team to don a commemorative history shirt free of corporate branding. The partnership’s larger goal of assisting the club’s community programs included these activities.
Both organisations said they plan to continue developing fan engagement campaigns and community projects while creating new experiences for supporters around the world.
Football remains central to Betano’s strategy
The Aston Villa extension forms part of Betano’s broader football sponsorship strategy as Kaizen Gaming continues to invest in major clubs and competitions.
The company has expanded its portfolio of football partnerships while promoting responsible betting across the regulated markets where it operates. The renewed Aston Villa agreement reinforces that long term approach and ensures the two organisations will continue working together until the conclusion of the 2028-29 season.
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