Tottenham Hotspur and Betano announce three-year strategic partnership

Tottenham Hotspur has just announced a new three-year partnership. The club have partnered with Betano, the sports betting brand operated by Kaizen Gaming.

This means that Betano becomes the club's Official Training Wear Partner for the 2026/27 season. It will them become Tottenham's Official Europe & LATAM Betting Partner from the 2027/28 campaign until 2029.

The partnership shows Betano's presence in elite football continues to expand. This is helping Kaizen Gaming's strategy of securing long-term relationships with some of the world's biggest sporting organisations.

Initial focus on training and matchday exposure

During the first year of the agreement, Betano branding will be displayed throughout Tottenham Hotspur Stadium. There will be on pitch-side LED advertising boards and stadium big screens showing the brand. The men's team's training wear during pre-match and pre-season activities will also display the name.

Rather than immediately taking on a front-of-shirt sponsorship, the agreement is about training and digital visibility. This means there’ll be year-round exposure through the club's media channels and behind-the-scenes content.

Tottenham was an attractive partner for Betano because of its international profile. The Premier League club estimates it reaches more than 600 million supporters worldwide. It has over 130 million social media followers too. Spurs have also been described as one of the league's fastest-growing digital audiences since the 2022/23 season.

Focus on fan engagement

The partnership is intended to go beyond traditional sponsorship. It hopes to create new fan engagement opportunities throughout the season.

Both organisations said they plan to collaborate on digital content, supporter activations and campaigns promoting safer gambling. This shows the increasing emphasis placed on responsible betting across the regulated industry.

"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." - Ryan Norys, Chief Revenue Officer at Tottenham Hotspur.

Norys added that both organisations shared a vision of creating meaningful supporter experiences while helping to improve awareness of responsible gaming.

Julio Iglesias, Chief Commercial Officer at Kaizen Gaming, said the agreement represented another significant milestone in Betano's international expansion.

"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."

Betano continues football expansion

The Tottenham agreement is the latest addition to Betano's expanding football sponsorship portfolio. In recent years, the operator has significantly increased its investment in major clubs, leagues and international tournaments as it continues to grow across regulated markets.

The deal also shows a wider trend within football sponsorship. With Premier League clubs preparing for the ban on front-of-shirt gambling sponsors from the 2026/27 season, many operators have shifted towards alternative commercial assets such as training wear, regional betting rights and digital partnerships.

Further details on fan activations and collaborative campaigns are expected to be announced throughout the 2026/27 season.