Aston Villa Extends Partnership with Kaizen Gaming as Official Sleeve Partner

Aston Villa Football Club has officially announced an extension of its partnership with Kaizen Gaming, a move that will see the company’s brand, Betano, become the club’s Official Sleeve Partner through to the end of the 2028/29 season.

Having previously served as the Principal Partner with branding on the front of the shirts since 2024, Betano will now transition to the sleeve as the two organisations continue their relationship based on shared growth and ambition.

Francesco Calvo, Aston Villa’s President of Business Operations, stated: “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 Principal Partner and are excited about the opportunities that we can align on in the future.“

Since the partnership began, Betano has supported Aston Villa through a period of immense success on the pitch, including a UEFA Europa League triumph and a return to UEFA Champions League football.

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The partnership has also been defined by its commitment to the local community. Notable initiatives include Betano donating its shirt space to the Acorns Children’s Hospital and the Aston Villa Foundation during the Europa League final.

Reflecting on these achievements, 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.”