April 23 – Aston Villa have confirmed their shirt and principal partner deal with Kaizen Gaming brand Betano, worth an estimated £20 million over two seasons.
The agreement with the online sports betting platform based in Greece, will be on the club’s new Adidas kit that debuts for the 2024/25 season.
With Premier League clubs having until the start of the 2026-27 season to conclude shirt sponsorships with betting companies, the Betano deal will take Villa right to the deadline.
The deal is double the amount of the club’s current shirt sponsorship with Chinese online gaming firm BK8.
Betano’s logo will be on the new adidas kit for the 2024/25 season. The club ended its deal with Castore early to switch to adidas, 7% owned by Villa owner Nassef Sawiris.
Chris Heck, president of Business Operations, Aston Villa said: “We are delighted to welcome Betano as Aston Villa’s new principal partner. Their dedication to innovation, customer satisfaction and responsible gaming aligns perfectly with the values we hold dear as a club.”
Betano has recently made its UK market debut in partnership with BVGroup. Betano is also a sponsor of both this summer’s major national team competitions, Euro 2024 and Copa America 2024.
Kaizen Gaming’s Co-Founder and CEO, George Daskalakis said: “Aston Villa fans have a lot to be proud of in the Club’s long and illustrious 150 year history… Aston Villa’s sensational on-field success in the Premier League along with their return to European football matches Betano’s own growth and continuing accomplishments.”
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