Aston Villa and Betano Forge New Chapter with Landmark Three-Year Partnership Extension

Aston Villa Football Club and Kaizen Gaming, owner of the premium online sports betting and gaming brand Betano, today announced a three-year extension of their partnership. Under the new agreement, Betano will be an Official Partner of Aston Villa through to the end of the 2028/29 season, with its logo being featured on the left sleeve of the club's official shirts, marking the next chapter in a relationship that has become a defining feature of both organizations’ global strategies.

Since joining Aston Villa as Principal Partner in 2024, Betano has supported the club during a period of significant progress on and off the pitch, including the club's UEFA Europa League triumph, a return to UEFA Champions League football and continued growth of Aston Villa's international profile. Over the same period, Betano has continued to expand globally as the premium online brand of Kaizen Gaming, one of the world's leading GameTech companies, which now operates in 20 markets worldwide.

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.”

To date, the partnership has delivered several important initiatives, such as Betano providing its shirt space to amplify visibility for organisations with a positive impact, including the Acorns Children’s Hospital and the Aston Villa Foundation during the UEFA Europe League final. Additionally, during the club’s 150 year anniversary celebrations, Betano stepped away, so that the team could wear its authentic commemorative shirt.

Over the next three years, the partnership will continue to focus on supporter engagement, community initiatives and creating memorable experiences for Aston Villa fans around the world.

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."

The Aston Villa partnership forms part of Betano's wider commitment to football around the world, alongside its focus on delivering safe and responsible betting experiences across every market where it operates.

About Aston Villa FC

Founded in 1874, Aston Villa Football Club is a founding member of the Football League and a leading institution in the English game. One of only six English clubs to have been crowned champions of Europe, the team has historically enjoyed exceptional success domestically, including seven First Division Championships, seven FA Cup titles, and five Football League Cups.

A club of the future, AVFC is committed to innovating technologically, on and off the pitch, providing best in-class experience for fans and leading the football industry for best practice. United behind the club values of Pride, Passion and Purpose, Aston Villa Football Club continually strives to push the boundaries of what a football club should be.

About Kaizen Gaming | Betano

Kaizen Gaming is one of the biggest GameTech companies in the world. With a focus on Technology and People, it aims to continuously evolve the online gaming experience it offers to millions of customers around the world and entertain sports fans in a fun and responsible way.

Kaizen Gaming owns the premium online sports betting and gaming brand Betano, with an established presence across numerous markets in Europe, the Americas and Africa. The company employs more than 3,000 people across the globe.

Kaizen Gaming has been recognised as a leading player in the global sports betting and gaming market, having received several industry awards, including “Operator of the Year” in both the EGR Operator Awards and the SBC Awards 2025. It was also crowned both “Sportsbook Operator of the Year – Latin America” and “Casino Operator of the Year – Latin America” for the second year running at the SBC Awards Americas 2026.