Tottenham Hotspur and Betano Enter Three-Year Strategic Partnership
Under the agreement, Betano will become the Club’s Official Training Wear Partner for the 2026/27 season, featuring across Tottenham Hotspur Stadium through pitch-side LEDs, big screens, and on training kit branding during pre-match and pre-season activity ahead of men’s fixtures.
Tottenham Hotspur Football Club and Tottenham Hotspur have announced a new three-year strategic partnership with Betano, operated by Kaizen Gaming, marking a significant extension of Betano’s long-term investment in global football.
Under the agreement, Betano will become the Club’s Official Training Wear Partner for the 2026/27 season, featuring across Tottenham Hotspur Stadium through pitch-side LEDs, big screens, and on training kit branding during pre-match and pre-season activity ahead of men’s fixtures. From the 2027/28 season onwards, the partnership will evolve, with Betano transitioning into the Club’s Official Europe & LATAM Betting Partner through to 2029.
Tottenham Hotspur, with a global audience of more than 600 million and a social media following exceeding 130 million, alongside the Premier League’s fastest-growing digital audience since the 2022/23 season, was identified as a natural strategic fit for Betano’s international expansion and continued investment in elite football partnerships.
The collaboration reflects the modern evolution of football partnerships, where engagement extends beyond matchdays. Betano’s integration into training environments and pre-season activity ensures year-round visibility within the Club’s ecosystem, while also providing opportunities for ongoing digital content and fan engagement initiatives. Both organisations have also committed to promoting safe and responsible betting practices through joint campaigns.
Ryan Norys, Chief Revenue Officer at Tottenham Hotspur, said:
“We're pleased to begin this long-term partnership with Betano as we look ahead to the start of a new football season with great excitement. 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 as well as striving to help enhance knowledge around responsible gaming.”
Julio Iglesias, Chief Commercial Officer at Kaizen Gaming, said:
“Tottenham Hotspur is one of the world's most recognised football clubs, combining sporting ambition with a global fanbase and one of the Premier League's most influential digital platforms. 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.
This partnership marks another important milestone in Betano's long-term investment in European football and the Premier League. 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. We look forward to building a successful partnership together over the next three years."
The agreement underscores Betano’s broader strategy of long-term investment in football, combining elite club partnerships with a continued focus on delivering safe and responsible betting experiences across its operating markets.
Further details on fan engagement activations and collaborative initiatives will be announced throughout the 2026/27 season.
