Aston Villa confirm new front-of-shirt sponsor - and kit manufacturer deal set to follow

Aston Villa have announced a two-year partnership with Kaizen Gaming, committing the company’s leading brand Betano as the new principal and front-of-shirt sponsor. Birmingham World’s sister publication, Express & Star, understands the agreement will bring in £20 million of revenue.

The Villans, expected to swap Castore for Adidas as the new kit manufacturer in due course, have replaced current sponsor BK8 for at least the next two seasons. The partnership comes just under a month since Betano announced its sponsorship of the UEFA EURO 2024 and CONMEBOL Copa America 2024.

Chris Heck, President of Aston Villa Business Operations, 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”.

George Daskalakis, Kaizen Gaming's Co-Founder and CEO, said: “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.”

The Adidas deal, significant for potential increased revenue from shirt sales, is pending an announcement from the club. Villa co-owner Nassef Sawiris, who owns a seven-percent stake in Adidas, oversaw an agreement with Heck last year.