Tottenham Hotspur has confirmed that Betano will feature on the club’s training tops next season under a new sponsorship deal.
Tottenham Hotspur has confirmed that Betano will feature on the club’s training tops next season under a new sponsorship deal.
The Kaizen Gaming-owned brand has been named an official partner of the men’s first team for 2026/27.
After that, the training-wear sponsorship will expire, but Betano will remain Tottenham’s official betting partner for Europe and Latam up until 2029.
Betano in football
Betano will be replacing BetMGM as Spurs’ training wear partner, and Julio Iglesias, chief commercial officer at Kaizen Gaming, commented: “This partnership marks another important milestone in Betano’s long-term investment in European football and the Premier League.”
The Greek-owned operator has previously worked with Aston Villa in the Premier League, and back in May joined forces with FIFA as a sponsor of the 2026 World Cup for Europe and South America.
Iglesias added: “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.”
Nature will find a way
The voluntary ban on front-of-shirt sponsorships in the Premier League will be active for the first time next season, but many clubs have developed alternative partnership strategies in order to maintain the mutually beneficial and lucrative relationship between betting and football.
For instance, Stake recently extended and amended its arrangement with Everton. Rather than ending the association, the branding will now simply move from front-of-shirt to the shirt sleeve.
Elsewhere, West Ham’s poor sporting performance last year has silver linings for Boyle Sports. The front-of-shirt deal would have expired had West Ham stayed up, but the club’s relegation to the Championship has granted it a reprieve.
Elsewhere in English football’s second division, Midnite has renewed its partnership with Sheffield United and replaced Unibet as the shirt sponsor of Middlesbrough FC.
This means the UK online betting and casino operator will feature on the shirts of three Championship clubs next season, having announced a deal with Wolverhampton Wanderers in June.
It seems that despite the desire in some quarters to transition away from gambling sponsors in English football, the loss of front-of-shirt sponsorships is being made up for elsewhere.
In this latest case, Tottenham has confirmed that Betano will feature on media backdrops, pitchside LEDs and big screens around and in the build-up to matches for the next four years.
Not for general sale
Notably, it appears that Betano’s branding is excluded from Tottenham’s retail inventory.
The announcement notes that “Betano is committed to delivering safe, responsible betting experiences across all markets in which it operates.”
Ryan Norys, chief revenue officer for the North London club, also commented “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 by striving to help enhance knowledge around responsible gambling.”
Whether the decision to exclude Betano from retail was made with an eye to safer gambling or not, fans looking to buy the training kit will receive unsponsored versions.