Premier League side, Aston Villa, have reportedly agreed a deal with sports betting operator Betano to become the new front-of-shirt-sponsor.
Aston Villa Agree Betano Deal
The Villains already have a betting operator on the front of their jerseys, being sponsored by BK8 until the end of the 2025/26 campaign.
This sponsorship was agreed in June 2023 and will reportedly come to an end after the deal runs out, as Betano look to take over.
Villa’s deal with Betano is reportedly the biggest kit sponsorship in the club’s history, as Betano are said to be paying £20 million per year.
The deal will last for two seasons and will coincide with Aston Villa’s recent agreement with Adidas – who will be manufacturing their kits from next season onwards.
Villa faced criticism from their previous kit supplier, as Castore’s kits appeared to drop in quality when absorbing rain and sweat.
The agreement with Betano has proved more lucrative than the current deal with BK8, costing over two times the amount in hopes of improving global revenue.
Betano’s deal comes at interesting time in English football, as sponsors on the front of a shirt will be prohibited during the 2027/28 campaign – as teams chose to exclude them in April 2023.
This partnership with Aston Villa is not Betano’s first step into the footballing world, as the betting operator sponsored the 2022 World Cup and have done the same for the upcoming Euro 2024.
Romania’s national team are also supported by the brand and Portuguese giants, Porto, boast the brand on the front of their shirts.
Betano will also see increased revenue if Aston Villa’s performance in the Premier League continues this season, as the Villains are in the Champions League qualification places.
Competing in Europe’s top competition will bring the club an increased revenue, while also showcasing Betano to a wider audience.
