A two-phase deal built around the front-of-shirt ban
Tottenham Hotspur has signed Kaizen Gaming’s Betano as its Official Training Wear Partner for the 2026/27 season, the first phase of a three-year agreement announced on 2 July. Betano’s branding will run on Tottenham’s training kit through pre-season and pre-match activity ahead of men’s fixtures, alongside a year-round presence on pitch-side LED boards and big screens at the 62,850-capacity Tottenham Hotspur Stadium.
The training kit placement replaces BetMGM, which held the role previously. It is also a one-season arrangement: from July 2027, AIA, the club’s current match sponsor, takes over training sponsorship, and Betano shifts out of kit branding entirely to become Tottenham’s Official Europe & LATAM Betting Partner through to 2029.
The structure reflects the Premier League’s ban on front-of-shirt gambling sponsorship, now in force for the 2026/27 season and part of a broader tightening around the UK’s regulated gambling market. With shirt fronts closed off, operators including Betano have moved to training wear, regional sponsorship and stadium advertising to keep a presence in English football without crossing the new rule. Betway is reportedly in talks over a similar training kit arrangement with Manchester United, while lower-division clubs such as West Ham (BOYLE Sports) and Sheffield United and Middlesbrough (Midnite) have signed front-of-shirt deals in the EFL Championship, which the ban does not cover.
Betano’s wider football push
The Tottenham deal extends a run of high-profile football sponsorships for Betano. The operator became an official sponsor of World Cup holders Argentina in April 2026, then signed on as an “official tournament supporter” of the 2026 FIFA World Cup across Europe and South America in May. Kaizen Gaming, Betano’s Greece-headquartered parent, has built a pattern of pairing marquee football rights with its international expansion plans.
Tottenham brings scale to that strategy. The club cites a global audience of more than 600 million and a social media following above 130 million, which it says has been the Premier League’s fastest-growing since the 2022/23 season. The agreement also includes joint fan engagement initiatives and digital content, with both parties framing the partnership around responsible gambling messaging aimed at that audience.
What the two clubs said
Ryan Norys, Tottenham Hotspur’s Chief Revenue Officer, said the partnership was built on shared priorities identified early in the talks:
“We’re pleased to begin this long-term partnership with Betano as we look ahead to the start of a new football season with great excitement. From our earliest conversations, it was clear we had a shared vision for what a modern sports partnership should look like, one that creates unique experiences for our supporters while making a positive impact beyond football as well as striving to help enhance knowledge around responsible gaming.”
Julio Iglesias, Chief Commercial Officer at Kaizen Gaming, pointed to Tottenham’s reach and digital platform as the deciding factors:
“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. This partnership marks another important milestone in Betano’s long-term investment in European football and the Premier League. As we continue to expand internationally, Tottenham Hotspur’s global reach, digital leadership and ambitious outlook make the Club an ideal partner for the next stage of our growth.”
A commercial bet during a rocky on-pitch run
The sponsorship lands as Tottenham rebuilds after back-to-back 17th-place Premier League finishes, a run that saw the club fight to avoid relegation on the final day of the 2025/26 season. New manager Roberto De Zerbi, who steered the club to safety last term, oversees a squad reshaped by a heavy summer transfer window, including the arrivals of Jean-Paul van Hecke, Andrew Robertson, Marco Senesi and Mateus Fernandes. None of that changes the commercial calculus for Betano, whose interest rests on Tottenham’s stadium capacity, position in London’s iGaming market and digital audience rather than recent league position.
What comes next
Both organisations said further details on fan engagement initiatives and collaborative activations will follow across the 2026/27 season, once the training kit rollout begins in pre-season. The bigger commercial test comes in 2027, when Betano’s remit narrows to Europe and Latin America betting rights and AIA takes the training wear role, a sequencing that will show how much of the partnership’s value Betano and Tottenham see sitting in shirt-adjacent branding versus regional betting market access.
Source: Tottenham Hotspur Football Club
