Birmingham’s Aston Villa Football Club has inked a profitable partnership with the digital wagering platform, Betano. This multi-year contract establishes Betano as the club’s primary sponsor, succeeding BK8. Their emblem will be prominently featured on the men’s team jerseys.
Although specific financial figures remain confidential, sources indicate that this collaboration represents the most substantial front-of-shirt sponsorship agreement in Aston Villa’s history, potentially valued at approximately £20 million (roughly $24.7 million) per year over the upcoming two seasons.
This arrangement coincides with an intriguing period, as Premier League teams have voted to prohibit gambling sponsorships from being displayed on the front of shirts starting in the 2025/26 season. Aston Villa, however, is seizing the opportunity before this restriction is implemented.
Chris Heck, Aston Villa’s President of Business Operations, conveyed his excitement about the partnership, remarking, “Betano’s commitment to innovation and ethical gaming aligns seamlessly with our club’s principles. We are thrilled to commence this journey together and accomplish remarkable feats both on and off the field.”
George Daskalakis, who started Kaizen Gaming and is the head of the company, shared his enthusiasm for the collaboration. He said, “Aston Villa, with its impressive 150-year history, is an organization that represents the essence of commitment and achievement. Their pursuit of greatness on the pitch aligns seamlessly with Betano’s own ambition to be at the forefront of the sports wagering sector.”
He further emphasized the importance of Aston Villa’s latest accomplishments, “Their remarkable performance in the Premier League and their comeback to European tournaments reflect Betano’s own swift expansion and triumphs.” This alliance follows Betano’s declaration earlier this month regarding their entry into the UK market via the BV Group.
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