Aston Villa and Kaizen Gaming have announced a long-term partnership that will see Betano become the club’s new principal and front-of-shirt partner. 

Last month, this deal was reported in the media as being the biggest front-of-shirt sponsorship in Villa’s history, with Betano said to be paying £20m ($24.7m) annually for two years from next season. 

The agreement is now confirmed as a two-year deal, which will see the Betano logo feature on the front of Villa’s men team’s shirts from the start of next season. 

This deal comes despite Premier League clubs voting to outlaw front-of-shirt gambling sponsors by the end of the 2025/26 season, which would be at the end of this new deal. Aston Villa is clearly using the opportunity to gain this extra revenue before the ban is implemented.

Aston Villa President of Business Operations Chris Heck said: “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. This collaboration marks an exciting chapter for both our organisations.” 

Kaizen Gaming's Co-Founder and CEO George Daskalakis added: “Aston Villa fans have a lot to be proud of in the Club’s long and illustrious 150-year history. Their passion matched on the pitch by incredible players and management taking the Club on the road to glory makes The Villans one of the most formidable teams in world football today.  

“Aston Villa’s sensational on-field success in the Premier League along with their return to European football matches Betano’s own growth and continuing accomplishments.” 

This news comes after it was announced at the beginning of this month that Betano is set to launch in the UK through BVGroup.