Aston Villa have confirmed a club-record sponsorship deal with gambling firm Betano worth £40million.
The online betting company’s logo will appear on the front of the club’s shirts for the next two seasons and replaces BK8, which has seen its multi-year agreement cut short after just one year.
Villa will receive £20m-a-year as part of a deal which will provide a significant boost to club’s revenues and the club’s efforts to compete with the Premier League’s elite while still complying with profit and sustainability.
The club has been under pressure to significantly increase the value of its sponsorship deals after announcing a loss of nearly £120million for the most recent financial year. A lucrative new kit deal with Adidas is expected to be announced shortly.
Despite the financial boost, the deal with Betano is likely to disappoint many supporters. Villa’s Supporters’ Trust were heavily critical of the previous agreement with BK8, which was struck after Premier League clubs voluntarily agreed to ban front-of-shirt sponsorship by betting firms from 2026.
Villa’s president of business operations, Chris Heck, 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 have a shared dedication to greatness, and we anticipate tremendous success both on and off the field as a team. A new and exciting chapter for both of our organizations begins with this relationship.
The Greek company Kaizen Gaming is the owner of Betano, which was previously revealed as the primary betting partner for Euro 2024.
George Daskalakis, co-founder and chief executive of Kaizen Gaming, stated: “With the Club’s lengthy and remarkable 150-year history, Aston Villa supporters have much to be proud of.”The Villans are one of the most fearsome teams in modern football, their enthusiasm matched on the field by amazing players and management leading the Club to triumph.
“Aston Villa and Betano have a shared dedication to greatness, and we anticipate tremendous success both on and off the field as a team. A new and exciting chapter for both of our organizations begins with this relationship.
The Greek company Kaizen Gaming is the owner of Betano, which was previously revealed as the primary betting partner for Euro 2024.
George Daskalakis, co-founder and chief executive of Kaizen Gaming, stated: “With the Club’s lengthy and remarkable 150-year history, Aston Villa supporters have much to be proud of.”The Villans are one of the most fearsome teams in modern football, their enthusiasm matched on the field by amazing players and management leading the Club to triumph.
“Betano’s personal development and ongoing achievements are matched by Aston Villa’s incredible on-field success in the Premier League and their return to European football.”
