Aston Villa have extended their partnership with Betano for three more years, with the betting brand moving from the front of the shirt to the left sleeve. The deal will run until the end of the 2028/29 season.
Kaizen Gaming confirmed that Betano will remain an official club partner under the renewed agreement. The company has appeared on the front of Villa’s shirts since 2024, but Premier League clubs can no longer use betting brands in that position from the 2026/27 campaign.
Aston Villa Betano deal adds further commercial income
Visit Rwanda has replaced Betano as Villa’s principal front-of-shirt partner after agreeing a multi-year arrangement earlier this month. ReadAstonVilla reported that the Visit Rwanda agreement could be worth up to £20million per season.
Betano’s move to the sleeve allows Villa to retain an existing commercial partner while adding a new principal sponsor. The club believes the extension is more valuable than its previous sleeve agreement with Trade Nation, although no financial details have been disclosed.
Francesco Calvo, Villa’s president of business operations, said the club had worked closely with Kaizen Gaming on several initiatives during the first two years of the partnership. He added that both parties would now explore further opportunities for growth.
The relationship has also included community campaigns. Betano gave up its shirt space for Acorns and the Aston Villa Foundation on selected occasions, including the Europa League final.
Kaizen Gaming chief commercial officer Julio Iglesias described the partnership as a natural fit based on shared ambition and trust. He also praised Villa’s heritage, global support and community work.
The Aston Villa Betano deal strengthens the club’s commercial position as Unai Emery’s side prepare for another Champions League campaign. It also gives Villa two major shirt partners rather than replacing Betano completely.
