Tottenham Hotspur Announces Three-Year Partnership with Betano

English football club Tottenham Hotspur has announced a three-year partnership with Betano, Kaizen Gaming’s sports betting brand. The collaboration kicks off with the 2026/27 season, during which Betano will initially serve as an official partner for the men’s first team. Subsequently, Betano will transition to become the club’s official betting partner in Europe and Latin America through the 2028/29 season.

This agreement underscores Betano's strategy to further expand its international presence through high-profile sports sponsorships. Tottenham also emphasizes that the partnership aims to go beyond mere brand recognition, creating positive impacts for the club, its fans, and the promotion of responsible gambling.

Numbers and facts

The partnership spans three seasons, commencing with 2026/27 and running until the end of the 2028/29 season. In the initial 2026/27 season, Betano will act as the “Official Partner for the Men’s First Team.” From the following season, 2027/28, the brand will become the club’s “Official Betting Partner” in Europe and Latin America. As part of the agreement, Betano will receive extensive advertising presence, including visibility on media backdrops, on training kits leading up to men’s fixtures, and on LED perimeter boards and big screens at Tottenham Hotspur Stadium. Furthermore, plans include joint fan engagement opportunities and exclusive experiences.

Ryan Norys, Chief Revenue Officer at Tottenham Hotspur, commented on the agreement:

“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 by striving to help enhance knowledge around responsible gambling.”

Julio Iglesias, Chief Commercial Officer at Kaizen Gaming, highlighted Tottenham Hotspur’s global reach as an ideal partner for its expansion plans. Betano is already active in 14 countries and recently demonstrated its commitment to sports by becoming an official sponsor of UEFA Euro 2024 and CONMEBOL Copa América 2024. Additionally, Betano has launched in the UK through a partnership with BVGroup, the owner of BetVictor. BVGroup holds licenses in the UK, Republic of Ireland, Gibraltar, and Ontario.

Background

The collaboration between football clubs and betting providers has been a central topic for years. While such sponsorships generate significant revenue for clubs, they are increasingly under scrutiny in the public debate surrounding responsible gambling. Many clubs are therefore increasingly emphasizing their efforts in player protection, as Tottenham is now doing. The trend is for gambling brands to act not only as shirt sponsors but also as partners for educational work and fan engagement. George Harborne predicted in May 2024 that it would be “inevitable” for gambling brands to move to sleeve sponsorships, albeit in the context of the UK discussion.

Betano's commitment reflects the desire of many gambling providers to establish their brands globally while maintaining a positive image. Kaizen Gaming, the parent company behind Betano and Stoiximan, strengthens its presence in important markets in Europe and Latin America with this partnership.

Why it matters for German players

For German players, this partnership between Tottenham Hotspur and Betano has no direct impact on the licensing or offering of online gambling in Germany. The German market is strictly regulated by the Gambling State Treaty 2021 (GlüStV 2021). This treaty has established a clear framework for online gambling, including strict rules such as a deposit limit of 1,000 euros per month and a stake limit of 1 euro per spin for online slots.

Also important is the central monitoring system LUGAS, which ensures compliance with these limits and the exclusion of self-excluded players. Players should only gamble with online gambling providers that are on the whitelist of the Joint Gambling Authority of the Federal States (GGL) and thus hold an official German license. This ensures that providers comply with the high German standards for player protection, security, and transparency. Betano itself has not yet received a license in Germany. Offers from non-licensed providers are illegal in Germany and pose a high risk to players, as they are not subject to any regulatory control.

What it means for GGL-licensed casinos

For online casinos holding a GGL license, this international sports partnership does not change their operational business. They must continue to comply with the requirements of the GlüStV 2021. The GGL's focus is on active player protection and channeling the market into legal avenues. For GGL-licensed casinos, this means ongoing competition where adherence to German laws and the promotion of a safe gaming environment are the most important success factors.

The partnership between Tottenham Hotspur and Betano is an example of how gambling providers try to increase their brand awareness globally. This often happens in markets with less stringent regulations than in Germany. German licensed providers operate in a significantly more restrictive environment. However, they can score with security and reliability. The GGL critically assesses advertising measures, ensuring they do not encourage excessive gambling or target minors.