Aston Villa announced a two-year principal partnership with Kaizen today. The Betano logo will be featured on the front of Aston Villa’s men’s team’s jerseys starting from the 2024-25 season.
Kaizen Gaming, one of the biggest GameTech operators in the world, owns the premium online sports betting brand that touts millions of customers across markets in Europe and Latin America.
“This collaboration marks an exciting chapter for both our organizations," said Chris Heck, Aston Villa’s president of business operations.
“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.”
Kaizen Gaming’s co-founder and CEO George Daskalakis cited Aston Villa’s illustrious 150-year history that helps make it “one of the most formidable teams in world football today.” He added that “Aston Villa’s sensational on-field success in the Premier League along with their return to European football matches Betano’s own growth and continued accomplishments.”
Although today’s press release did not disclose the financial terms of the agreement, It was recently reported that Betano will pay £40 million per year to Aston Villa, which will be the most lucrative partnership in the club’s history.
The new deal will reportedly see Betano replace BK8 as Aston Villa’s principal sponsor.
Major moves for Betano
The global GameTech powerhouse has been making moves to solidify the Betano brand’s global presence.
Kaizen also announced sponsorships of both the UEFA EURO 2024 and CONMEBOL Copa America 2024. Betano will serve as the exclusive betting partner of the European Championship taking place across ten host cities in Germany from June 14 to July 14. Through its deal with South American soccer governing body CONMEBOL, Betano will act as a partner of both the 2024 and 2028 editions of the quadrennial international tournament as well.
The Aston Villa partnership follows Kaizen’s entry into the UK market, where the operator is partnering with BVGroup to launch Betano. This collaboration will combine the Betano brand with BVGroup’s proprietary technology and proven experience as a leading UK operator.
