Tottenham swaps BetMGM for Betano

• Betano becomes Tottenham Hotspur’s Official Training Wear Partner for the 2026/27 season.
• The three-year deal later shifts into an Official Europe & LATAM Betting Partnership running to 2029.
• The agreement replaces outgoing training wear sponsor BetMGM and includes stadium LED and training kit branding.

Tottenham Hotspur has signed a new three-year partnership with Kaizen Gaming, owner of the Betano sports betting brand, the Premier League club confirmed on 2 July 2026.

Betano becomes the Club’s Official Training Wear Partner for the 2026/27 season, before the arrangement evolves into a broader betting partnership spanning Europe and Latin America.

Betano will feature on Tottenham’s training kits ahead of men’s fixtures, alongside a presence on pitch-side LEDs and big screens at the Tottenham Hotspur Stadium. The branding runs year-round, extending into pre-season activity.

The deal ends BetMGM’s two-season stint in the training wear role. Premier League clubs have continued reshaping their commercial sponsorship rosters this year, with Manchester United recently agreeing its own record training kit deal with Betway.

A staggered structure

Once the 2026/27 season concludes, Betano transitions into Tottenham’s Official Europe & LATAM Betting Partner, a role running through to 2029. The two-stage design mirrors moves elsewhere in the league, as clubs recalibrate sponsorship inventory around the Premier League’s front-of-shirt betting ban.

Tottenham brings considerable scale to its own arrangement, citing a global audience above 600 million and a social following exceeding 130 million. The Club describes this as the Premier League’s fastest-growing social audience since the 2022/23 season.

Ryan Norys, Chief Revenue Officer, Tottenham Hotspur, 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.”

Julio Iglesias, Chief Commercial Officer, Kaizen Gaming, said:

“Tottenham Hotspur is one of the world’s most recognised football clubs, combining sporting ambition with a global fanbase and one of the Premier League’s most influential digital platforms. 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.

This partnership marks another important 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. We look forward to building a successful partnership together over the next three years.”

Building on existing reach

The agreement extends Betano’s established football presence, which already includes principal partnerships with FC Bayern München, FC Porto and Sporting CP.

Kaizen Gaming’s leadership has been vocal about its international sports strategy, with the group’s chief executive recently setting out Betano’s global ambition at an industry event in Athens.

Both organisations pointed to a responsible gambling dimension to the tie-up, with plans for collaborative fan engagement and content promoting safer betting. Further activation details are expected throughout the season, Tottenham said.

The switch places Betano in one of English football’s most visible sponsorship roles at a time when operators are recalibrating spend around the Premier League’s shirt restrictions. The later pivot to a LATAM-inclusive betting partnership also points to where Kaizen Gaming expects its next stretch of growth.