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Aston Villa Confirms Betano as New £20M Sponsor



Aston Villa Secures Record £20M Sponsorship Deal with Betano

Elevating the Game: Aston Villa’s Landmark £20M Betano Sponsorship – In a striking move that underscores both ambition and strategic foresight, Aston Villa has announced a groundbreaking sponsorship agreement with Betano. This partnership not only represents the largest front-of-shirt deal in the club’s storied history but also sets a new precedent in sports marketing dynamics within the Premier League.

The Deal Unveiled:

Aston Villa has officially partnered with Kaizen Gaming‘s leading sportsbook and casino brand, Betano, in a lucrative two-year agreement valued at £20 million annually. Starting next season, Betano’s logo will prominently adorn the front of Aston Villa’s men’s team shirts, signaling a significant shift in the club’s sponsorship strategy.

Strategic Timing:

The timing of this partnership is particularly notable. Premier League clubs have collectively decided to phase out front-of-shirt gambling sponsors by the end of the 2025/26 season. Aston Villa’s deal with Betano cleverly maximizes potential revenue just before these restrictions take effect, showcasing astute business acumen from the club’s management.

Aligning Values and Visions:

Chris Heck, Aston Villa’s President of Business Operations, emphasized the alignment of values between the club and Betano, particularly in innovation, customer satisfaction, and responsible gaming. This synergy is expected to bolster the club’s brand while adhering to its long-standing principles.


Impact on Aston Villa:

The partnership arrives at a pivotal time for Aston Villa, known as ‘The Villans,’ who are experiencing a resurgence in the Premier League and making strides back into European football. This deal provides not only financial backing but also a boost to the club’s visibility and commercial appeal on the international stage.

Kaizen Gaming’s Strategic Expansion:

George Daskalakis, Co-Founder and CEO of Kaizen Gaming, expressed enthusiasm for joining forces with a club as prestigious and passionately supported as Aston Villa. This partnership is part of Betano’s broader strategy to expand its footprint in the global sports betting market, including a forthcoming launch in the UK market through BVGroup.

The Broader Context:

The deal with Betano underscores a wider trend in sports sponsorships where clubs are navigating the evolving landscape of advertising regulations. With gambling sponsorships facing increased scrutiny and regulatory changes, clubs and sponsors alike are adapting their strategies to align with new norms while maximizing commercial opportunities.

Future Prospects:

Looking ahead, the collaboration between Aston Villa and Betano is poised to yield mutual benefits. For Aston Villa, the infusion of sponsorship revenue will enhance its competitive edge both on and off the field. For Betano, the association with a Premier League club of Aston Villa’s caliber will elevate its brand recognition and consolidate its presence in a key market.



Aston Villa’s record sponsorship deal with Betano not only signifies a historic moment for the club but also illustrates the dynamic interplay of sports, business, and regulation in contemporary football. As both entities embark on this promising journey, the focus will be on achieving success that resonates both on the pitch and in the marketplace, setting a benchmark for future sports marketing endeavors.

Jerome, a valuable addition to the Gamingo.News team, brings with him extensive journalistic experience in the iGaming sector. His interest in the industry was sparked during his college years when he participated in local poker tournaments, eventually leading to his exposure to the burgeoning world of online poker and casino rooms. Jerome now utilizes his accumulated knowledge to fuel his passion for journalism, providing the team with the latest online scoops.

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