In the initial Champions League match, Betano sportsbook exempts sponsorship on jerseys, contributing to children's hospice.
EPL team Aston Villa commences Champions League journey with a 3:0 triumph over YB Bern (Switzerland). Rather than showcasing the Betano sports betting brand's insignia, the team's shirts bore the logo of charity organization Acorns.
Betano relinquishes high-priced endorsement deal for a noble cause
The agreement for sponsorship was signed in April 2024, prior to Aston Villa's entry into international business, let alone the Champions League. Yet, Betano agreed to pay approximately 20 million GBP (equivalent to 23.75 million euros) annually for the jersey's branding [article in English].
It's striking to observe that Betano chose to forego their endorsement during the opening Champions League match between YB Bern and Aston Villa. After all, Champions League games are among the most popular sports events on a global scale.
As per the official statement [article in English], it was Betano itself that approached Aston Villa, a claim confirmed by Chris Heck, Aston Villa's President of Business Operations.
Aston Villa's relationship with Acorns dates back to 2008, when the charity organization's name became a permanent fixture on the team's jerseys. Both Aston Villa and Acorns expressed their gratitude towards Betano for providing this opportunity.
Betano broadens its sponsorship portfolio
Owned by gaming group Kaizen Gaming, Betano functions as a bookmaker. It seems that Betano sealed one of the last sponsorship deals involving the chest area of a Premiere League club, as such endorsements will be banned by the 2026/27 season.
However, Betano is not confined to football. The bookmaker has taken on the role of official partner for Euro 2024 in Germany and sponsor for the Europa League and Conference League - just to name a few examples.
In Germany, Betano has come under scrutiny due to recent negative headlines. Betano may have been involved indirectly in the match-fixing scandal concerning German amateur football as they offer bets on lower league clubs.
One-time or continuous gesture from Betano?
Emphasizing his company's sponsorship policy, Julio Iglesias, Chief Commercial Officer of Kaizen Gaming, stated:
Social responsibility is a central theme in all our partnerships, and we want to contribute by giving something back. [...] To embody this, we have initiated a first step to assist Aston Villa by relinquishing the jersey's branding space for their first Champions League match to a cause dear to Aston Villa's heart. – Julio Iglesias, Chief Commercial Officer of Kaizen Gaming, source: Aston Villa**
Iglesias' remarks may imply that Betano may decide to waive the advertising space on Aston Villa's jersey for charitable causes in the future. Nonetheless, specific details regarding the scope of these activities remain unclear.
The news of Betano's decision to relinquish the jersey's branding space for charitable causes during Aston Villa's Champions League debut was widely covered. In an interview, Julio Iglesias, Chief Commercial Officer of Kaizen Gaming, confirmed that this was a one-time gesture but hinted at potential future similar actions driven by social responsibility.
Despite the controversy surrounding Betano's involvement in a match-fixing scandal concerning German amateur football, the company expanded its sponsorship portfolio by becoming the official partner for Euro 2024 in Germany.
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