Aston Villa news from BirmighamLive as the club confirms deal with new front-of-shirt partner Betano
In a new long-term deal announced by Aston Villa, Betano will take on the role of principle and front-of-shirt partner for the team.
With this agreement, Villa will now be in the ‘big six’, with an estimated value of £40 million over the following two seasons. In the club’s history, this is the most lucrative front-of-shirt sponsor.
Given the burden that the Profitability and Sustainability Rules are placing on Premier League clubs, it is imperative that Villa generate commercial revenue. The Betano agreement is scheduled to expire in 2026, two years after the prohibition on gambling companies on shirt fronts takes effect at the beginning of the 2026–2027 season.
“We are delighted to welcome Betano as Aston Villa’s new principal partner,” stated Chris Heck, president of commercial operations at the club. Their commitment to ethical gaming, innovation, and customer happiness is exactly in line with the principles that our club holds important.
“Betano and Aston Villa both have a strong dedication to quality, and we anticipate enjoying tremendous success both on and off the pitch. This partnership opens up new and exciting possibilities for our two organisations.”
Betano was added by UEFA as a global sponsor of the 2024 European Football Championship this summer back in December. The next two Copa America editions will also be sponsored by the betting company. Currently, Betano can be seen on the jerseys of Brazilian teams Fluminense and Atletico Mineiro, as well as Portuguese teams FC Porto and Sporting CP.
