July 2 – Tottenham Hotspur have agreed a three-year partnership with Betano despite tightening restrictions around betting advertising.
The agreement sees Kaizen Gaming-owned Betano become Spurs’ Official Training Wear Partner for the 2026/27 season, with the betting brand featuring on training kit during pre-season and before men’s first-team matches. It will also receive year-round exposure through pitch-side advertising and stadium branding at the Tottenham Hotspur Stadium.
From 2027, the partnership will shift away from kit branding, with Betano becoming Tottenham’s Official Europe and Latin America Betting Partner through to 2029.
The structure of the deal reflects the changing landscape for betting companies in English football, with the Premier League’s ban on front-of-shirt gambling sponsors now in force.
Clubs have turned instead to training wear deals, regional partnerships and stadium advertising, meaning they can keep the bookmaker money trickling in without crossing any regulation lines.
Tottenham chief revenue officer Ryan Norys said: “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.”
Kaizen Gaming chief commercial officer Julio 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. We look forward to building a successful partnership together over the next three years.”
The commercial announcement comes during the busiest transfer window in the club’s recent history. After back-to-back 17th-place Premier League finishes, the rebuild is gathering pace. Jean-Paul van Hecke has arrived from Brighton in a deal worth around £60 million, while Andrew Robertson and Marco Senesi have joined on free transfers.
Tottenham also signed Mateus Fernandes from West Ham for around £85m on Thursday, while a blockbuster £100 million offer for Newcastle’s Sandro Tonali is progressing.
Contact the writer of this story, Harry Ewing, at [email protected]