Aston Villa and Kaizen Gaming have agreed a new three-year extension to their commercial partnership, with Betano remaining an Official Partner of the Premier League club until the end of the 2028/29 season.

As part of the renewed agreement, Betano will transition from Aston Villa's former Principal Partner to Official Sleeve Partner, reflecting the Premier League's new sponsorship landscape while maintaining one of the competition's highest-profile betting partnerships.

Betano remains part of Aston Villa's commercial portfolio

Under the new agreement, the Betano logo will appear on the left sleeve of Aston Villa's official playing shirts throughout the duration of the partnership.

The extension follows an initial partnership that began in 2024, when Betano became the club's Principal Partner and secured front-of-shirt branding during a period of significant sporting success for Aston Villa.

The renewed deal ensures the relationship will continue through the conclusion of the 2028/29 season.

Partnership built on sporting success

The collaboration has coincided with one of the most successful periods in Aston Villa's recent history.

Since Betano joined the club in 2024, Villa has celebrated several major milestones, including:

- Winning the UEFA Europa League.

- Returning to UEFA Champions League football.

- Continuing the club's international commercial growth.

During the same period, Kaizen Gaming has continued expanding Betano's international footprint, with the operator now active in 20 regulated markets worldwide.

Shared ambitions drive renewal

Francesco Calvo, Aston Villa's President of Business, welcomed the extension and highlighted the collaborative nature of the partnership.

"It is fantastic news that we will be continuing our partnership with Kaizen Gaming," 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."

"We are proud of everything we have achieved with Kaizen Gaming as Principal Partner and are excited about the opportunities that we can align on in the future."

For Kaizen Gaming, the agreement reinforces Betano's long-term investment in elite European football.

Chief Commercial Officer Julio Iglesias praised both the club's sporting achievements and its broader values.

"Our first two years with Aston Villa have been nothing short of extraordinary," Iglesias said.

"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, culminating in winning the UEFA Europa League."

He added that Aston Villa's commitment to its local community had also been an important factor in the relationship.

"Beyond football, Aston Villa is an organisation that deeply cares for its community and we are happy to support them. All in all, this partnership has been a natural fit, built around shared ambition, values and trust."

Community initiatives remain central

Both organisations emphasised that the partnership extends beyond commercial branding.

Since 2024, Aston Villa and Betano have collaborated on several community-focused initiatives.

Among the most notable were Betano's decisions to voluntarily relinquish its shirt branding during key occasions to increase visibility for charitable organisations, including:

- Acorns Children's Hospital.

- Aston Villa Foundation.

The operator also stepped aside during Aston Villa's 150th anniversary celebrations, allowing the club to wear a commemorative shirt without commercial branding.

According to both parties, supporter engagement, charitable projects and community initiatives will remain central to the partnership over the next three years.

Adapting to the Premier League's new sponsorship rules

The agreement also reflects the changing commercial environment for betting operators in English football.

From the start of the 2026/27 season, Premier League clubs can no longer feature gambling sponsors on the front of first-team shirts under the league's voluntary sponsorship code.

Rather than ending the relationship, Aston Villa and Betano have adapted by moving the branding from the front of the shirt to the sleeve.

The shift mirrors a wider trend across the Premier League, where betting operators are increasingly restructuring existing agreements through sleeve sponsorships, training wear partnerships and regional commercial rights to comply with the updated rules while maintaining their presence in one of football's most valuable commercial markets.

Part of Betano's global football strategy

The Aston Villa extension forms part of Kaizen Gaming's broader investment in international football.

Betano has continued expanding its sponsorship portfolio across clubs, leagues and major international competitions while supporting responsible gambling initiatives in the regulated markets where it operates.

By extending its relationship with Aston Villa through 2029, the operator further strengthens its presence in the Premier League while continuing a partnership built on sporting success, community engagement and international growth.

Sources: Kaizen Gaming, Aston Villa FC