Birmingham’s Aston Villa Football Club has allegedly secured a sponsorship agreement with Betano, a development poised to significantly impact the club’s financial standing. Industry whispers suggest this partnership is the most financially rewarding kit sponsorship in Aston Villa’s entire history, surpassing their existing arrangement with BK8.
The Telegraph indicates that Betano, an internet-based sports wagering platform, will be displayed prominently on the front of Villa’s game shirts commencing next season. This two-year contract is purportedly valued at a substantial £20 million (equivalent to $25.2 million) per year, exceeding double the current contribution from BK8.
The timing of this agreement is particularly noteworthy, given the recent vote by Premier League clubs to prohibit gambling sponsorships from being featured on the front of shirts beginning in the 2026/27 season. This implies that Betano’s presence on Villa’s jerseys, while temporary, will undoubtedly be significant.
Betano is a familiar entity in the realm of football, boasting collaborations with prominent tournaments such as UEFA Euro 2024 and the FIFA World Cup 2022. Their influence extends to club football as well, with sponsorships of teams like FC Porto and partnerships with entities like the Romanian Football Federation.
This fresh agreement with Aston Villa underscores the club’s desire to enhance its commercial earnings in anticipation of the forthcoming ban on gambling sponsorships.
We have contacted Betano’s parent organization, Kaizen Gaming, to get their input on the matter.