Aston Villa has announced Betano as the club’s new long-term front-of-shirt partner. 

The sponsorship looks to elevate the firm’s recent expansion into the UK market, building on the Kaizen Gaming  operator brand’s recent links with UEFA EURO 2024 and CONMEBOL Copa America 2024.

Chris Heck, President of Business Operations, Aston Villa said: “We are delighted to welcome Betano as Aston Villa’s new principal partner. Their dedication to innovation, customer satisfaction and responsible gaming aligns perfectly with the values we hold dear as a club. 

“Aston Villa and Betano share a commitment to excellence, and we look forward to achieving great success together on and off the pitch. This collaboration marks an exciting chapter for both our organisations.”

As a result, the Betano logo will be showcased on the front of Aston Villa shirts from the 2024-25 season.

Kaizen Gaming’s Co-Founder and CEO, George Daskalakis added on the deal: “Aston Villa fans have a lot to be proud of in the Club’s long and illustrious 150 year history. Their passion matched on the pitch by incredible players and management taking the Club on the road to glory makes The Villans one of the most formidable teams in world football today. 

“Aston Villa’s sensational on-field success in the Premier League along with their return to European football matches Betano’s own growth and continuing accomplishments.”

Betano’s sponsorship will complement Aston Villa’s positive community impact, as the brand has continuously contributed to the local societies where it is present via joint Corporate Responsibility initiatives, tailored to each market to promote inclusion, improve healthcare and raise awareness on important social issues.