Aston Villa and Betano have agreed a three-year extension to their commercial partnership, with the sports betting and iGaming brand remaining an official partner of the Premier League club until the end of the 2028/29 season.
Under the renewed agreement, Betano’s logo will continue to appear on the left sleeve of Aston Villa’s official playing shirts.
Betano, owned by Kaizen Gaming, became Aston Villa’s principal partner in 2024. The companies said the partnership has included community-focused initiatives, such as temporarily giving up shirt branding to promote Acorns Children’s Hospice and the Aston Villa Foundation during the UEFA Europa League final, as well as supporting the club’s 150th anniversary celebrations.
The extension will continue to focus on supporter engagement and community initiatives over the next three seasons.
The agreement forms part of Betano’s wider football sponsorship strategy, with the operator continuing to expand its presence through partnerships in regulated betting and iGaming markets worldwide.
Julio Iglesias, Chief Commercial Officer at Kaizen Gaming, said: “Our first two years with Aston Villa have been nothing short of extraordinary. We entered this partnership with total respect for this club’s immense heritage, and it has been a privilege to stand next to the team and its global fanbase during a historic period of success, culminating in winning the UEFA Europa League. Beyond football, Aston Villa is an organisation that deeply cares for its community and we are happy to support them. All in all, this partnership has been a natural fit, built around shared ambition, values and trust.”
Francesco Calvo, President of Business at Aston Villa, said: “It is fantastic news that we will be continuing our partnership with Kaizen Gaming. Over the past two years, we have worked collaboratively on a number of different initiatives and look forward to further exploring new avenues for growth together. 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.”
