Tottenham’s Premier League raid goes beyond the pitch as the club agrees a deal with Betano, Aston Villa’s former sponsor
Tottenham Hotspur have added another piece to their 2026/27 rebuild, signing a new partnership with Kaizen Gaming that puts Betano on the club’s training wear.
Betano will soon become a familiar betting brand to Spurs fans, with its branding set to appear on the pitch-side LEDs and big screen at Tottenham Hotspur Stadium, as well as on training kits for the men’s team.
The agreement is set to last for three seasons, which will see the Kaizen Gaming-owned brand transition to a wider role as the club’s official Europe and Latam betting partner at the end of the 2026/27 season.
“We had a shared vision for what a modern sports partnership should look like,” said Ryan Norys, Chief Revenue Officer at Tottenham Hotspur.
Supporters will have to wait for details around the planned fan engagement initiatives and digital activations as they are announced throughout the season, although Norys has described them as being “unique experiences” that aim to make a “positive impact beyond football”.
It is not currently clear how much the deal is worth, though Tottenham’s prior betting sponsor, BetMGM, which ended last season, reportedly spent around £30m per year.
Tottenham keep shopping in the Premier League
Tottenham Hotspur’s commercial strategy mirrors their current summer transfer window. Spurs have been one of the busiest Premier League clubs ahead of the 2026/27 season so far and the majority of their business has involved signing players from domestic rivals.
Sandro Tonali looks set to join from Newcastle United, Mateus Fernandes moved from West Ham United for a club‑record £85m fee and Andy Robertson signed on a free after running down his Liverpool contract.
Betano spent the last two seasons as Aston Villa’s front‑of‑shirt sponsor, a period that coincided with Villa’s rise under Unai Emery and their return to European competition. The brand was a huge part of the club’s commercial identity, appearing across shirts, stadium assets and digital campaigns.
While Betano perhaps achieved more than they first anticipated with Villa, winning the UEFA Europa League last season, Tottenham could be seen as a step up.
Despite the North London team finishing the past two seasons just above relegation places, they have won the Europa League, appear to be investing heavily this season and have more followers across social media.
“Tottenham Hotspur is one of the world’s most recognised football clubs, combining sporting ambition with a global fanbase and one of the Premier League’s most influential digital platforms,” said Julio Iglesias, Chief Commercial Officer at Kaizen Gaming.
Tottenham also look set to benefit from the deal, especially when the partnership transitions to focus on Europe and Latam.
Betano has a huge footprint in South America, active in Brazil, Peru, Colombia, Argentina and more. In these countries, it has used sponsorships to build a presence, such as sponsoring CONMEBOL, Brazilian Formula 1 driver Felipe Massa, Flamengo and River Plate and others.
Tottenham, like many other Premier League clubs, have attempted to break into North America due to its commercial and growth potential, but the market is becoming very competitive, leaving others like South America open.
Life after front-of-shirt gambling sponsors
Tottenham’s move may look like a straight replacement for its BetMGM partnership, but more training‑kit deals are expected across the Premier League following the voluntary front‑of‑shirt gambling ban agreed by clubs.
The ban, which comes into force at the end of the 2025/26 season, led to discussions about how betting brands would rethink their approach to football sponsorships.
Many predicted a drop‑off in gambling involvement altogether, but early signs look like they aren’t going to disappear. Sleeve deals, training wear, regional partnerships and digital activations have become the new focus.
Insider Sport spoke to Tomasz Majewski, Head of Sponsorships at Kaizen Gaming, earlier this year about how the company is adapting its strategy.
“Ultimately, the future isn’t about finding one single replacement for the front-of-shirt spot,” Majewski says. “It’s about building a 360-degree ecosystem where sleeves, training gear and digital content work together to tell a more complete brand story.”
