Tottenham Hotspur has signed a three-year partnership with Kaizen Gaming, making its online sports betting brand Betano an official club partner until 2029.
Under the agreement, Betano will become the Club’s Official Partner for the Men’s First Team during the 2026/27 season. From the 2027/28 campaign until 2029, the partnership will transition, with Betano serving as Tottenham Hotspur’s Official Betting Partner across Europe and Latin America.
As part of the collaboration, Betano branding will appear on media backdrops and the Men’s First Team training kit throughout the 2026/27 season, ahead of matchdays. The brand will also feature on pitch-side LED advertising boards and stadium big screens during matches at Tottenham Hotspur Stadium.
The partnership will also focus on fan engagement, with the Club and Betano set to deliver exclusive experiences and interactive opportunities for supporters throughout the upcoming season.
Ryan Norys, Tottenham Hotspur’s Chief Revenue Officer, welcomed the agreement, highlighting the shared vision between both organizations.
“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,” Norys said.
Kaizen Gaming Chief Commercial Officer Julio Iglesias described Tottenham Hotspur as one of the world’s most recognized football clubs, citing its global fanbase, sporting ambition, and strong digital presence.
“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.”
Iglesias added that the agreement represents another 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,” he said.
Tottenham Hotspur also confirmed that the 2026/27 training range available for retail sale will not feature the Betano logo, as the training wear partner branding has been excluded from all consumer merchandise for the season.
The agreement comes amid a new commercial landscape for betting brands in English football. Starting with the 2026/27 season, Premier League clubs can no longer display gambling sponsors on the front of their shirts under a voluntary agreement adopted by the league. While the measure ends one of the industry’s most prominent forms of exposure, it does not prohibit other forms of commercial partnerships, including sleeve sponsorships, training wear deals and regional betting agreements.
Betting operators have responded by restructuring existing partnerships or pursuing alternative branding opportunities rather than exiting the market. Earlier this week, Everton announced that Stake will remain a commercial partner by moving its branding from the front of the shirt to the sleeve, while other clubs have also shifted betting partnerships toward training apparel and regional sponsorship rights.
The changes reflect a broader adjustment by the gambling industry, as operators seek new ways to maintain visibility in one of football’s biggest commercial platforms while complying with the Premier League’s updated sponsorship rules.