Aston Villa extends Betano partnership through 2028/29 season

Aston Villa Football Club has agreed a three-year extension with Kaizen Gaming-owned sportsbook and igaming brand Betano, keeping the operator as an Official Partner through the end of the 2028/29 season. The renewal was announced July 23, 2026, in Athens and Birmingham, and includes continued Betano logo placement on the left sleeve of the club’s official shirts.

Betano joined Aston Villa as Principal Partner in 2024. In the release, the parties pointed to a period that included Aston Villa’s UEFA Europa League win and a return to UEFA Champions League football. Kaizen Gaming said Betano has expanded to 20 markets worldwide over the same timeframe.

Julio Iglesias, Chief Commercial Officer at Kaizen Gaming, said: “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 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.”

The companies said the partnership has included Betano giving up shirt space to promote organisations including Acorns Children’s Hospital and the Aston Villa Foundation during the UEFA Europe League final, and stepping back during the club’s 150-year anniversary so the team could wear a commemorative shirt.

Francesco Calvo, President of Business at Aston Villa, said: “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 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.”