Aston Villa strikes record $50 million shirt sponsorship deal with Greek betting firm Betano

Aston Villa has inked a shirt sponsorship deal with the Greek online sports betting platform Betano, marking the largest deal of its kind in the club’s history. Under the terms of the deal, Betano will pay £20 million ($25.24 million) annually for two years starting from the next season, coinciding with the debut of the club’s new Adidas kit.

The move underscores Aston Villa's ambition to bolster commercial revenue as they strive for a coveted place in the Champions League under the management of Unai Emery. Reportedly, the Betano deal surpasses the value of the club's current sponsorship arrangement with Chinese online betting company BK8 by more than twofold.

In January, Telegraph Sport disclosed Villa's partnership with Adidas, not an entirely unexpected move as the German sportswear giant counts Villa owner Nassef Sawiris among its stakeholders, holding a seven percent stake.

Sawiris, alongside co-owner Wes Edens, has been proactive in enhancing the club's commercial prowess to support Villa's competitive aspirations. Currently sitting fourth in the Premier League, Villa is well-positioned to secure one of the five Champions League berths for English clubs in the revamped 36-team format next season.

Chris Heck, Villa's new American president of business operations, spearheaded the Betano deal, following his involvement in negotiating the club's agreement with Adidas last year. Heck also facilitated the early termination of a criticized kit contract with Castore. The Betano sponsorship spans two years, until 2026, coinciding with the impending ban on gambling companies featuring on shirt fronts starting from the 2026-2027 season.

Under Emery's leadership, Villa's on-field success has surged, culminating in a seventh-place finish last season and a berth in the UEFA Europa Conference League quarter-finals against Lille next month. Such accomplishments on the pitch open doors for lucrative commercial partnerships like the Betano deal.

Online sports betting remains an attractive option for shirt sponsorship deals in the Premier League until the impending ban takes effect. Additionally, Betano has secured a partnership with UEFA to become one of the global sponsors for Euro 2024. Betano operates under the Greek parent company Kaizen Gaming.