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Aston Villa Football Club and Kaizen Gaming, the operator behind the premium sports betting brand Betano, have agreed to extend their partnership for another three years. The renewed deal keeps Betano as an Official Partner of Aston Villa through the 2028/29 season, with the brand’s logo continuing to adorn the left sleeve of the club’s official shirts.
The partnership, which began in 2024, has already been marked by significant achievements for both parties. Aston Villa secured its UEFA Europa League title and returned to UEFA Champions League football, while Kaizen Gaming expanded the Betano brand to 20 global markets, solidifying its reputation as a top player in the iGaming industry.
Julio Iglesias, Chief Commercial Officer at Kaizen Gaming, reflected on the partnership’s success: “Our first two years with Aston Villa have been nothing short of extraordinary. 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. Beyond football, Aston Villa is an organization 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.”
Since the partnership began, Aston Villa and Betano have collaborated on several community-focused initiatives. During the UEFA Europa League final, Betano removed its branding from the club’s shirts to highlight Acorns Children’s Hospital and the Aston Villa Foundation. The brand also stepped aside during the club’s 150th anniversary celebrations, allowing fans to wear commemorative shirts without commercial branding.
Francesco Calvo, President of Business at Aston Villa, expressed excitement about the future: “It is fantastic news that we will be continuing our partnership with Kaizen Gaming. Over the past two years, we have worked collaboratively on a number of 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.”
The extended agreement is part of Betano’s broader commitment to football worldwide. The brand continues to prioritize safe and responsible betting experiences across all markets where it operates.
