Betano will move from the front of Aston Villa‘s shirt to the sleeve under a renewed partnership between the club and Kaizen Gaming.
The switch accompanies a change in sponsorship category for Kaizen Gaming, which held the Principal Partner role and had its Betano brand on the front of Villa’s shirts from 2024.
The amendment to a sleeve partnership is designed to avoid the upcoming ban on front-of-shirt gambling sponsorship in English football. From the 2026-27 season, kicking off in August, Premier League clubs can no longer feature gambling brands on the front of their shirts.
However, the rules do allow other forms of commercial arrangements, including sleeve sponsorship and branding placement in and around stadiums. For that reason, under the new agreement, Kaizen Gaming becomes Official Sleeve Partner, with Betano’s branding relocating to the sleeve position for the coming season.
The renewed agreement resumes a focus on supporter engagement and community initiatives between the two organizations.
“It is fantastic news that we will be continuing our partnership with Kaizen Gaming. 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,” said Francesco Calvo, President of Business Operations at Aston Villa.
“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,” Calvo added.
“Our first two years with Aston Villa have been nothing short of extraordinary. 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,” said Julio Iglesias, Chief Commercial Officer at Kaizen Gaming.
“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,” he added.
Other clubs, like Everton and Tottenham, have also moved to sleeve sponsorships and training-wear deals with their gambling partners to avoid the upcoming front-of-shirt ban.
Original article: https://www.yogonet.com/international/news/2026/07/29/125580-betano-moves-from-shirt-front-to-sleeve-in-aston-villa-partnership-renewal
