Athens, Birmingham, July 23rd, 2026 – 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.
