Tottenham Hotspur has announced a new three-year partnership with Kaizen Gaming, making its flagship sportsbook brand Betano an official club partner until 2029.

The agreement will see Betano gain prominent branding opportunities during the 2026/27 season before transitioning into a regional betting partnership covering Europe and Latin America from the 2027/28 campaign onwards.

The deal also reflects the changing commercial landscape for betting operators in the Premier League following the introduction of the league’s voluntary front-of-shirt sponsorship ban.

Betano secures prominent Tottenham partnership

Under the agreement, Betano will serve as Tottenham Hotspur's Official Partner for the Men's First Team during the 2026/27 season.

Throughout the campaign, the brand will receive visibility across several club assets, including:

- Men's First Team training kit.

- Media interview backdrops.

- Pitch-side LED advertising boards.

- Stadium big screens during matches at Tottenham Hotspur Stadium.

From the 2027/28 season until 2029, the agreement will evolve into a regional partnership, with Betano becoming Tottenham's Official Betting Partner across Europe and Latin America.

Focus on fan engagement

Beyond branding, both parties plan to develop a range of fan engagement initiatives throughout the partnership.

Supporters can expect exclusive experiences, interactive campaigns and digital activations designed to strengthen engagement between the club and its global fanbase.

Ryan Norys, Tottenham Hotspur's Chief Revenue Officer, said the partnership was built around more than traditional sponsorship exposure.

"From our earliest conversations, it was clear we had a shared vision for what a modern sports partnership should look like, one that creates unique experiences for our supporters while making a positive impact beyond football by striving to help enhance knowledge around responsible gambling," Norys said.

Betano expands Premier League presence

For Kaizen Gaming, the agreement represents another significant step in Betano's international expansion strategy.

The operator has steadily increased its presence across global football through sponsorship agreements with clubs, leagues and major international tournaments.

Chief Commercial Officer Julio Iglesias said Tottenham's worldwide profile made the club an ideal partner.

"Both Tottenham Hotspur and Kaizen Gaming share the same belief that the strongest partnerships create value far beyond brand visibility; they create better experiences for supporters."

He added that Tottenham's international reach and digital capabilities aligned closely with Betano's long-term ambitions.

"As we continue to expand internationally, Tottenham Hotspur's global reach, digital leadership and ambitious outlook make the Club an ideal partner for the next stage of our growth."

Training kit branding only

Tottenham also confirmed that supporters purchasing the club's official 2026/27 training range will not receive merchandise displaying the Betano logo.

The club has removed all training wear partner branding from retail products for the upcoming season, meaning only the team-issued training apparel will feature Betano branding.

Partnership reflects new Premier League rules

The agreement comes as Premier League clubs adapt to new sponsorship restrictions affecting betting operators.

From the start of the 2026/27 season, clubs are no longer permitted to display gambling sponsors on the front of first-team shirts under a voluntary agreement adopted by the Premier League.

However, the restrictions do not extend to other commercial assets such as:

- Sleeve sponsorships.

- Training wear branding.

- Pitch-side advertising.

- Regional betting partnerships.

- Digital activations.

As a result, betting companies have increasingly shifted their sponsorship strategies rather than withdrawing from English football altogether.

Industry adapts to changing sponsorship landscape

Tottenham's agreement with Betano is the latest example of operators restructuring partnerships to comply with the updated regulations.

Earlier this week, Everton confirmed that Stake would remain a commercial partner after moving its branding from the front of the shirt to the sleeve.

Other Premier League clubs have similarly transitioned betting partnerships towards training apparel, regional rights and digital marketing opportunities.

The trend highlights how gambling operators continue to view the Premier League as one of the world's most valuable marketing platforms, despite tighter restrictions on traditional shirt sponsorships.

For Betano, the Tottenham partnership provides continued exposure through one of football's most recognisable clubs while aligning with the league's evolving commercial framework.

Sources: Yogonet