Aston Villa has officially confirmed its partnership with Kaizen Gaming brand Betano as the club’s shirt and principal sponsor, valued at approximately £20 million over a span of two seasons. The deal, which sees the online sports betting platform from Greece become the club’s new principal partner, will feature prominently on Villa’s new Adidas kit set to debut in the 2024/25 season.
The agreement with Betano marks a significant development for Villa, especially considering that Premier League clubs are required to finalize shirt sponsorships with betting companies by the beginning of the 2026-27 season. This deal ensures Villa’s compliance with the deadline while doubling the value of their current sponsorship with Chinese online gaming firm BK8.
Betano’s logo is set to adorn Villa’s new Adidas kit for the upcoming 2024/25 season. This partnership comes on the heels of Villa’s decision to terminate its contract with Castore prematurely in favor of a switch to adidas, a move that is supported by Villa owner Nassef Sawiris, who holds a 7% stake in the sportswear brand.
Chris Heck, President of Business Operations at Aston Villa, expressed his satisfaction with the new partnership, highlighting Betano’s commitment to innovation, customer satisfaction, and responsible gaming, which aligns closely with the club’s core values.
Betano, which recently entered the UK market in collaboration with BVGroup, is also a sponsor of major international football tournaments such as Euro 2024 and Copa America 2024. George Daskalakis, Co-Founder and CEO of Kaizen Gaming, emphasized the alignment between Betano’s growth and accomplishments and Aston Villa’s historic achievements, both on and off the field, making this partnership a source of pride for Villa fans.