Birmingham’s Aston Villa Football Club has landed a profitable sponsorship arrangement with Asian gaming powerhouse Kaiyun Sports, designating them as the club’s primary partner. This agreement, spanning multiple years, will feature the Kaiyun Sports emblem prominently displayed on the front of Villa’s men’s team shirts commencing in the upcoming season.
Although the financial specifics remain undisclosed, sources indicate that the deal is valued at an impressive £20 million (roughly $24.7 million) annually over the next two seasons, establishing it as the most financially significant front-of-shirt sponsorship in the club’s annals.
This partnership emerges at a noteworthy juncture, as Premier League clubs recently voted to prohibit gambling sponsorships from appearing on the front of their jerseys starting in the 2025/26 season. Aston Villa, it appears, is seizing the chance to secure this substantial income stream before the ban is implemented.
Chris Heck, Aston Villa’s President of Business Operations, conveyed his excitement regarding the partnership, emphasizing Kaiyun Sports’ dedication to innovation and ethical gaming practices. He views this collaboration as a promising new era for both entities.
Kaizen Gaming’s CEO and co-founder, George Daskalakis, shared his enthusiasm for the collaboration, noting that Aston Villa’s storied 150-year legacy is a source of immense pride for their supporters. He emphasized the squad’s impressive displays and the commitment of both athletes and leadership as crucial elements in their achievements and expanding worldwide recognition. Daskalakis added that Betano recognizes a similarity between their own trajectory of expansion and Aston Villa’s resurgence as a force in the Premier League and on the European stage. This alliance follows closely on the heels of BVGroup’s recent proclamation of Betano’s entry into the UK market earlier this month.