Aston Villa has struck a £40m ($49m) front-of-shirt sponsorship deal with betting brand Betano that will last for two seasons. [Image: Shutterstock.com]

Aston Villa has officially struck a deal with sportsbook operator Betano that will see the betting brand’s logo appear on the front of the team’s shirts for the 2024-2025 and 2025-2026 English Premier League seasons. A league-wide ban on gambling-related front-of-shirt sponsorships will then come into place in 2026.

will replace the Asia-focused gambling brand BK8 as the club’s chief sponsor

Worth a reported £40m ($49m), this is the most lucrative deal of its kind that the club has ever signed. Betano will replace the Asia-focused gambling brand BK8 as the club’s chief sponsor.

Talking about the new agreement, Aston Villa President of Operations Chris Heck mentioned Betano’s “dedication to innovation, customer satisfaction and responsible gaming.”

Betano is the premium brand in Kaizen Gaming’s stable. It only launched in the UK market earlier this month through a partnership with BetVictor’s parent company. In addition to the UK, Betano is in European countries like Romania, Portugal, and Germany, as well as in Latin American and Canada. It has already entered notable sponsorship deals with Copa America 2024 and this summer’s European Championship.