Tottenham Hotspur have agreed a deal for Kaizen Gaming-owned Betano to become the club’s official training wear partner in a three-year deal beginning for the 2026/27 season.
Betano, a gambling operator which has become accustomed to securing marketing deals with football clubs across the globe, will also have a presence across the Tottenham Hotspur stadium on pitchside LED advertising boards and big screens.
After the 2026/27 season, the Greece-headquartered business will also transition into Tottenham’s official Europe and Latin America betting partner until at least 2029.
It follows another tough season for Spurs, with the club surprisingly embroiled in a relegation battle in the Premier League. The club ultimately prevailed in escaping the drop on the final day of the 2025/26 season, but the saga was a big blow to confidence.
Traditionally, Tottenham have been referred to as one of the Premier League’s “Big Six”, alongside Manchester United, Manchester City, Arsenal, Chelsea and Liverpool.
However, they’ve recorded back-to-back 17th placed finishes in the top flight, made all the more tough to take by the fact that north London rivals Arsenal are now Premier League champions.
Tottenham will be hoping for a change in fortunes this season under new manager Roberto De Zerbi, who guided them to safety towards the back end of last season.
Betano still clearly sees opportunity, and despite Tottenham’s recent missteps, it is still a club steeped in history, with the second biggest stadium in the Premier League and a global audience of over 600 million.
“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,” said Ryan Norys, Chief Revenue Officer of Tottenham Hotspur.
“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.”
Betano’s Tottenham deal is latest in a series of high-profile agreements
The deal follows other major football partnerships for Betano, which have extended into the 2026 World Cup.
In May, the operator became an ‘official tournament supporter’ of the tournament across Europe and South America – a partnership which followed one with reigning world champions Argentina.
It also represents a forced shift in focus for gambling operators looking to market their brands via the Premier League, ahead of the incoming front-of-shirt sponsor ban which takes effect from the beginning of next season.
Betway are rumoured to be in talks regarding a similar deal with Manchester United, while operators like Midnite and BOYLE Sports have turned to the EFL Championship to seek out sponsorship opportunities.
Sponsorship of training kit wear is not exactly a new strategy in all fairness, as BetMGM previously had an agreement with Tottenham prior to this Betano takeover.
However, it may be an approach which Premier League viewers become accustomed to in the future, with gambling operators now unable to secure front-of-shirt sponsorship deals.
Julio Iglesias, Chief Commercial Officer at Kaizen Gaming, added: “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.
“Both Tottenham Hotspur and Kaizen Gaming share the same belief that the strongest partnerships create value far beyond brand visibility; they create better experiences for supporters.
“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. We look forward to building a successful partnership together over the next three years.”
