Birmingham’s Aston Villa Football Club has apparently landed a profitable jersey sponsorship contract with sports wagering platform Betano. The agreement is rumored to be the largest shirt sponsorship in Villa’s existence.
The English top-flight club has substituted their current shirt sponsor, internet sportsbook and gaming site BK8, with Betano, another digital sports betting provider. The arrangement was actually inked back in June 2023 and will continue for three seasons, concluding at the end of the 2025/26 season.
Betano will reportedly pay £20 million (US$25.2 million) each year for two years commencing next season. This aligns perfectly with the unveiling of Villa’s new Adidas-produced kits. The Betano agreement is estimated to be worth twice Villa’s present arrangement with BK8. This pursuit of heightened commercial income is understandable as Premier League teams voted to prohibit gambling sponsors from being displayed on the front of game-day jerseys starting from the 2026/27 season.
This clarifies why the contract is only for two years. Betano maintains a broad spectrum of collaborations within football, encompassing tournaments like the UEFA Euro 2024 and the FIFA World Cup 2022, with entities such as the Romanian Football Federation (FRF), and as the primary shirt sponsor for Portuguese team FC Porto.
I contacted Kaizen Gaming, the organization behind Betano, to understand their perspective on the matter.
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