Aston Villa has announced an extension of the club’s partnership with Kaizen Gaming, which will see the company’s flagship betting and gaming brand Betano advertised on its shirt sleeves.
From 2024 Betano had appeared on the front of Villa’s shirts, with Kaizen the club’s principle partner – but new Premier League rules now prevent betting brands from being advertised in that position.
Visit Rwanda has been named the club’s principle partner, official tourism partner and official coffee provider, with the Rwandan Development Board’s branding appearing on the front of all men’s, women’s and academy kits.
Betano claims to use technology to deliver a user-friendly interface and engaging betting and casino experience. Its branding will now move to the shirts’ sleeves.
Francesco Calvo, Villa’s president of business operations, said: “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.
“We are proud of everything we have achieved with Kaizen Gaming as principle partner and are excited about the opportunities that we can align on in the future.”
Julio Iglesias, chief commercial officer at Kaizen Gaming, said: “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.
“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.”