Aston Villa and Betano Extend Sponsorship Deal Through 2029

Aston Villa has deepened its commercial relationship with Betano, signing a three-year renewal that keeps the sports betting and iGaming operator as an official partner until the conclusion of the 2028/29 Premier League season. The extended arrangement includes Betano’s branding remaining on the left sleeve of the club’s matchday shirts.

Betano, which is owned by Kaizen Gaming, originally joined Aston Villa as principal partner in 2024. During the initial two-year term, the collaboration featured community-focused efforts such as voluntarily removing 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 renewed pact will continue to emphasise fan engagement and local community programmes over the next three campaigns.

The deal is part of Betano’s broader football sponsorship strategy, with the operator expanding its footprint across regulated betting and iGaming markets globally.

Julio Iglesias, Chief Commercial Officer at Kaizen Gaming, said: “Our first two years with Aston Villa have been nothing short of extraordinary.” He added that the partnership proved a natural fit built on shared ambition, values and trust, and praised the club’s commitment to its community.

Francesco Calvo, President of Business at Aston Villa, commented: “It is fantastic news that we will be continuing our partnership with Kaizen Gaming.” He highlighted the collaborative initiatives developed over the past two years and expressed enthusiasm for exploring new avenues for growth together.