Betano Extends Aston Villa Partnership for Three More Years: What It Means for Football and iGaming

Aston Villa Football Club and Kaizen Gaming, the operator behind the premium online sports betting brand Betano, have officially extended their partnership for another three years. The renewed agreement solidifies Betano as an Official Partner of Aston Villa through the end of the 2028/29 season, with the Betano logo prominently displayed on the left sleeve of the club’s official shirts.

The partnership, which began in 2024, has already proven to be a cornerstone of both organizations’ global growth strategies. During this period, Aston Villa achieved historic milestones, including its UEFA Europa League victory and a return to UEFA Champions League football. Meanwhile, Kaizen Gaming has expanded the Betano brand to 20 markets worldwide, establishing itself as a leader in the iGaming industry.

Reflecting on a Partnership Built on Success

Julio Iglesias, Chief Commercial Officer at Kaizen Gaming, shared his thoughts on the partnership’s impact: “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.”

Community Initiatives and Future Plans

Since the partnership’s inception, Aston Villa and Betano have collaborated on numerous community initiatives. Notably, Betano temporarily removed its branding from the club’s shirts during the UEFA Europa League final to increase visibility for Acorns Children’s Hospital and the Aston Villa Foundation. Additionally, the brand stepped aside during the club’s 150th anniversary celebrations, allowing fans to wear commemorative shirts without commercial branding.

Looking ahead, the partnership will continue to focus on supporter engagement, community initiatives, and creating immersive experiences for Aston Villa fans worldwide. Francesco Calvo, President of Business at Aston Villa, expressed enthusiasm for 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 lie ahead.”

The extended agreement aligns with Betano’s broader commitment to football globally. The brand remains dedicated to providing safe and responsible betting experiences across all markets where it operates, reinforcing its position as a leader in the iGaming landscape.