Tottenham Hotspur have done extremely well to secure a deal with a sponsorship who were recently partnered with Aston Villa.
That is according to former Manchester City financial adviser Stefan Borson, who exclusively told Football Insider that the allure of London may have sweetened the deal with Betano.
Spurs have recently announced a partnership with the gambling company as the club's training kit sponsor, with bans incoming for front-of-shirt deals ahead of the 2026-27 campaign.
This comes after two very successful seasons with Villa, who are currently Europa League champions, while also securing two top-four finishes in the last three Premier League campaigns.
For these reasons outlined, Borson is surprised that the company have switched from Villa Park to Hotspur Way, especially after the Lilywhites were nearly relegated last term.
In an attempt to understand why, the finance expert has weighed up the positives and negatives of the decision, coming to an interesting conclusion.
Stefan Borson baffled as Betano choose Tottenham over Aston Villa
Speaking exclusively to Football Insider, Borson believes that location has played a big role in Betano partnering with Spurs, with a new challenge now on the horizon.
"Well, I think it's interesting, isn't it? I don't know who Villa's training kit sponsor is. Clearly it would have been a more natural fit to go from front of shirt to the training kit?" he said.
"It can easily be a case that the betting company thinks, 'We've done a year or two years, or however long they were a partner, at Villa. Now let's broaden our scope'.
"It could have been that they got a brilliant deal from Spurs. There are so many variables, you just don't know.
"It may be that they have a head office in London and they really like the idea of having a box at Spurs.
"Maybe they found the Birmingham situation means that they can't get some of their biggest high-rollers to come to games. All these sorts of things play into the decision."
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This might only be the start of a back-and-forth between Spurs and Villa this summer, with Unai Emery's side able to hit back in the market.
Football Insider understands that Villa are considering reigniting their interest in Lucas Bergvall, even though Spurs want to keep the midfielder.
A lack of minutes has made the Swedish international want to broaden his own horizons, away from North London, and Villa Park could be the perfect destination.
Age is only a number with Emery, and with Bergvall keen to prove himself away from Spurs, the manager could be a huge factor for the 20-year-old.