Betano shifts position as Villa prepare for betting shirt ban
Betano will remain an Aston Villa partner until 2029 after shifting from the front of the club’s shirts to the sleeve under a three-year extension with Kaizen Gaming.
Aston Villa have extended their partnership with Kaizen Gaming until the end of the 2028-29 season, with the company’s Betano brand moving from the front of the club’s shirts to the left sleeve.The new arrangement allows Villa to retain a major betting partner while complying with the Premier League clubs’ voluntary ban on front-of-shirt gambling sponsorship, which begins in the 2026-27 season.Kaizen Gaming chief commercial officer Julio Iglesias 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.”Betano became Villa’s principal partner in 2024 under an initial two-year agreement and appeared on the front of the men’s first-team shirts.The renewed agreement gives Kaizen Gaming a further three seasons of Premier League exposure through sleeve inventory, digital content, supporter activations and international marketing rights.Betano will hold official partner status rather than remain Villa’s principal partner, leaving the club’s front-of-shirt position available to a company outside the betting sector.That change gives Villa an opportunity to sell their most prominent sponsorship asset into a wider market while preserving revenue and brand continuity through the Kaizen relationship.Aston Villa president of business Francesco Calvo said: “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.”The partnership has included several community-led activations, with Betano giving up its shirt position to Acorns Children’s Hospice, the Aston Villa Foundation and the Kaizen Foundation during selected European fixtures.Betano branding was also removed from Villa’s commemorative shirt during the club’s 150th anniversary celebrations.Villa’s sporting progress has strengthened the value of their commercial inventory, with a UEFA Europa League title, a return to the UEFA Champions League and a growing international profile supporting sponsor demand.Kaizen Gaming now operates across 20 markets and has expanded Betano’s football portfolio through partnerships with clubs, competitions and major international tournaments.The sleeve agreement allows the company to maintain visibility at Villa Park while adjusting to tighter gambling sponsorship rules across English football.