The upcoming Premier League ban on front-of-shirt betting deals is not deterring Betano from continuing to work with its biggest footballing partner, Aston Villa FC.

Betano and Aston Villa have put pen to paper on a three-year extension of their partnership, first inked in 2024, taking the deal until the 2028/29 season – with one key difference.

In line with the 2026/27 front-of-shirt ban, Betano’s logo will now adorn the left sleeve of Aston Villa’s kits instead of the more prominent front of the team’s shirts.

The Kaizen Gaming-owned brand’s partner status has also changed, with it previously being a principal partner while it has now been named an official partner.

“It is fantastic news that we will be continuing our partnership with Kaizen Gaming,” said Francesco Calvo, President of Business at Aston Villa.

“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.”

Aston Villa a winner for Betano

Betano’s choice of Aston Villa as principal partner has paid off well. The club finished the 2023/24 Premier League season with a fourth place finish, qualifying for the UEFA Champions League for the first time since the 1980s.

The 2024/25 season saw the Birmingham club place sixth, qualifying for the UEFA Europa League. They subsequently won the 2025/26 Europa League with a 3-0 win over SC Freiburg, while once again coming fourth in the Premier League.

The duo have also worked on charity initiatives, such as donating the front-of-shirt space to the Acorns Children’s Hospital and the Aston Villa Foundation for prominent games like the Europa League final.

Partnering with Villa gives Betano well placed visibility as it continues to push for growth both in the UK and globally. Since launching in the UK in May 2024, Betano has been growing steadily with a 58th placed ranking out of 355 brands on the Blask index.

While it may not be quite up there with the bet365s, Sky Bets, William Hills and Paddy Powers of UK gaming, Betano’s growth is evident with the firm given a 23% year-over-year and month-over-month growth rate by Blask.

The renewal of its deal with Villa also suggests that Betano and Kaizen still see the UK as having growth potential despite a hefty new tax burden on online gambling, with the Remote Gaming Duty (RGD) increased to 40% on 1 April 2026.

Internationally, meanwhile, Betano has been expanding in Brazil – where it is the most widely used brand – and in African markets like Ghana, where it launched earlier in the year.

Visibility in the Premier League, with an estimated global audience of over three billion people, remains a highly valuable marketing asset – even if it is only on the sleeve of a team’s jersey as opposed to the front-of-shirt.

“Our first two years with Aston Villa have been nothing short of extraordinary,” said Julio Iglesias, Chief Commercial Officer at Kaizen Gaming.

“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.”