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English top-flight soccer club Aston Villa have confirmed betting brand Betano as their new front-of-shirt partner from next season.
Contract:
- Betano named Villa’s principal partner in two-year deal
- Kaizen Gaming-owned brand’s logo will feature on men’s team jerseys from 2024/25
Context:
Betano will replace betting firm BK8, whose contract with Villa has been valued at UK£8 million (US$9.9 million) annually. The new deal with Betano was initially reported last month and is worth a club-record UK£40 million (US$49.5 million), according to The Telegraph. Villa’s decision to strike another lucrative deal with a gambling brand comes ahead of the Premier League ban on betting sponsorship from the front of matchday shirts from 2026/27.
The tie-up deepens Betano’s soccer ties, with the brand a partner of the Uefa 2024 European Football Championship and 2024 Conmebol Copa America. Prior to that, Betano was a regional supporter in Europe for the 2022 Fifa World Cup, before expanding its agreement with world soccer’s governing body to cover the 2023 Club World Cup.
Comment:
“We are delighted to welcome Betano as Aston Villa’s new principal partner,” said Chris Heck, president of business operations at Aston Villa. “Their dedication to innovation, customer satisfaction and responsible gaming aligns perfectly with the values we hold dear as a club.
“Aston Villa and Betano share a commitment to excellence, and we look forward to achieving great success together on and off the pitch. This collaboration marks an exciting chapter for both our organisations.”
George Daskalakis, Kaizen Gaming’s co-founder and chief executive, added: “Aston Villa fans have a lot to be proud of in the club’s long and illustrious 150-year history. Their passion matched on the pitch by incredible players and management taking the club on the road to glory makes the Villans one of the most formidable teams in world football today.
“Aston Villa’s sensational on-field success in the Premier League along with their return to European football matches Betano’s own growth and continuing accomplishments.”
Coming next:
Champions League-chasing Villa are next in action against Chelsea on 27th April.
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