This season marks a pivotal moment for Aston Villa. Not only is the club gearing up to celebrate its 150th anniversary, but it’s also making a long-awaited return to the UEFA Champions League after a 42-year absence.
The European Cup is a treasured part of Aston Villa’s history, symbolising one of the club’s greatest achievements. Its return to the competition signifies a resurgence, showing that Aston Villa is once again reaching new heights.
In a fitting celebration of this revival, Villa has partnered with a sponsor that also shares deep, albeit more recent, ties to European football – Betano. The Kaizen Gaming-owned betting brand has recently become the title sponsor of the UEFA Europa League and the UEFA Conference League.
A common goal, but two separate journeys
The reason the press gathered at Bodymoor Heath Training Ground last week was not to celebrate past achievements – even though the Champions League trophy was on display – but to look forward, marking the new front-of-shirt sponsorship deal between these two organisations.
Kate Tracey, Presenter of Aston Villa TV, spoke to Christopher Heck, President of Business Operations at Aston Villa, and Julio Iglesias Hernando, CCO of Kaizen Gaming, about the two-year agreement.
Despite the shared connection to the competition and its use as a promotional tool by both entities, Aston Villa’s return to the competition was not a primary factor in securing the deal. Hernando explained: “We were working with the guys way before the Champions League qualification was secured. So for us, it’s just icing on the cake.”
Betano was drawn to Aston Villa not because of recent successes but due to the ‘trust’ they felt in the club and its leadership. Hernando emphasised that as a young company, Kaizen Gaming is thinking long-term.
He explained: “So we are here for the long run, we are here to contribute and for us to find a commonality of values and find people we trust. Because this is not just I gave you my money, it’s about guys, we sit together, we build stuff and we see that. And we have to find a commonality of values, a commonality of a vision to decide to go together on this.”
In Villa’s case, the club has stressed that financial gain was not its primary goal when putting pen to paper on the high-value commercial deal with Betano.
The betting industry has long been a lucrative source of sponsorship income for football clubs, and this has become even more evident this year – some record-breaking front-of-shirt deals have been signed between Premier League clubs and betting firms, sometimes companies the English public are very unfamiliar with, ahead of an upcoming ban on these deals in 2027.
Midlands giants and 1982 European Cup winners Villa have focused more on Betano’s history of working with football. The firm’s rapid growth and sponsorship efforts over the summer, including partnerships with both the UEFA Euros and Copa America were highlighted to Insider Sport by Tomasz Majewski, its Head of Sponsorships, last month.
Heck said: “They’re a sponsor that understands football, understands Europe, understands South America. These are incredibly important targets for us as we grow. When we found out that they were coming to the UK, we thought that this was great for them and great for us.
“We really do have a synergy that’s quite unique. This is not about selling a sign. This is about integrating and working together on a daily basis to try to achieve our goals together. And it’s been off to a banger of a start.”
As Heck hinted, Aston Villa recognises the deal’s value in driving global expansion, especially in South America. Betano has a significant presence in the region, with partnerships with several clubs and as the title sponsor of the Brazilian league.
This approach mirrors common football sponsorship strategies. For example, Manchester United‘s new front-of-shirt partner, Snapdragon, is based in the US, a market the club has targeted for expansion through initiatives like preseason tours.
“Where our players are from, where their fan base is from, how we can grow them into Aston Villa fans and move on the way up from South America all the way through North America,” Heck added.
“So Europe and South America are key priority markets, and then we will enter into Asia as well. So this is our target right now and that’s the beauty of this relationship because they are forging the path for us.
“This is about globalising this club. We have this incredible fan base in the Midlands, but we also have an incredible fan base in pockets throughout the world. So how do you actually expand more on that and how does that help the actual team to win? And that’s ultimately what we’re trying to do here. So you have to align yourself with the right partners.”
Kaizen Gaming is on its own journey. Hernando told those in attendance that the company always has in the back of its mind a feeling of playing catchup due to it being relatively new in the space.
Due to this, Kaizen Gaming’s goal to operate in 26 countries by 2026 – an initiative he referenced earlier this year when he featured in the SBC Leaders Magazine.
He said: “We truly believe that the faster we showcase our product and fundamentals, the better. We arrived late to the party, and as a company established in 2012, we need to catch up with the giants.”
A special return
Notably, Aston Villa’s first home game in the Champions League will be against Bayern Munich, the team they famously defeated to win the European Cup in 1982, adding special significance to its return. The club marked this momentous occasion by bringing Nigel Spink and Kenny Swain, members of the 1982 cup-winning team, onto the stage.
However, Aston Villa is set to play its first match in the Champions League tonight (17 September) against Young Boys Bern in Switzerland. To mark this significant milestone and kick off its partnership with Betano, the club will use the front-of-shirt space to support Acorns charity.
Acorns Children’s Hospice provides specialist palliative care for life-limited and life-threatened babies, children, and young people, as well as support for their families and has a strong connection with the football club.
Heck explained: “Betano wants to do things the right way, and we certainly aim to do the same. As we approach our first-ever Champions League game in the club’s history, Betano has given us the opportunity to make a meaningful impact. We felt it was a no-brainer to feature Acorns on the front of the shirt for this historic match, supporting an organisation that is close to the hearts of Villa fans.”
In addition to their commitment to this meaningful gesture, Hernando highlighted Betano’s broader ethos: “Firstly, as a sports betting company and football fans, we are deeply invested in the sport. Secondly, we believe in being a part of the football environment, not just in building our brand and offering a good product, but also in giving back.
“CSR has been a major part of every partnership discussion from the beginning. How do we ensure we give back?”
