Birmingham’s Aston Villa Football Club has allegedly landed a profitable sponsorship agreement with Betano, providing a substantial fiscal injection for the English top-tier squad.
This arrangement is said to be the most financially beneficial jersey sponsorship in the club’s annals, surpassing their existing contract with internet gaming company BK8. Although the BK8 agreement, inked in June 2023, was intended to span three seasons concluding in 2025/26, the attraction of a more lucrative collaboration appears to have instigated a shift.
Commencing next season, Betano will feature prominently on Villa’s new Adidas uniforms for a two-year period. This pact is projected to generate a considerable £20 million (or $25.2 million) per annum, effectively doubling the income flow from their prior sponsorship.
The two-year duration of the Betano agreement coincides with the forthcoming prohibition on gaming sponsorships on Premier League jerseys, a resolution reached in April of the previous year to take effect from the 2025/26 season.
Betano is a familiar name in the realm of football, possessing an impressive sponsorship roster. Their participation in major competitions like the UEFA European Championship 2024 and the FIFA World Cup 2022, along with alliances with entities like the Romanian Football Federation (FRF) and teams like FC Porto, underscores their dedication to the sport.
I contacted the Betano creators, Kaizen Gaming, to get their perspective on this matter.