Aston Villa Secures Lucrative Sponsorship Deal with Betano Ahead of Gambling Ban

Birmingham’s Aston Villa Football Club has landed a significant sponsorship agreement with Betano, a prominent online gaming operator. This multi-year partnership designates Betano as the club’s primary partner and jersey sponsor, taking over from their prior arrangement with BK8.

The deal is rumored to be worth an unprecedented £20 million (approximately $24.7 million) annually for the club over the following two seasons. Beginning in the upcoming season, Betano’s branding will be prominently featured on the front of Villa’s men’s team shirts.

This collaboration comes just before the Premier League’s forthcoming prohibition on gambling sponsorships on the front of jerseys, set to commence in the 2025/26 season. Aston Villa is evidently capitalizing on its revenue streams before this restriction takes effect.

Chris Heck, Aston Villa’s President of Business Operations, conveyed his excitement about the alliance, emphasizing Betano’s dedication to progress and ethical gaming, principles that align with the club’s own. He anticipates this partnership will be mutually advantageous, resulting in achievements both on and off the pitch.

Kaizen Gaming’s CEO and co-founder, George Daskalakis, shared his enthusiasm for the collaboration, noting that Aston Villa, with its storied 150-year legacy, has delivered numerous triumphant occasions for its supporters. He underscored the harmony between the fans’ fervor and the team’s achievements, driving the club’s prosperity and solidifying Aston Villa as a formidable contender in contemporary football.

Daskalakis pointed out similarities between Betano’s own expansion path and Aston Villa’s resurgence in the Premier League, including their return to continental tournaments. He stressed that both organizations are united by a pursuit of greatness and a commitment to their respective audiences.

This alliance follows reports from earlier this month hinting at Betano’s intentions to penetrate the UK market via the BV Group.