Ahead of the 2026-27 campaign, several of Europe's most prominent soccer sides are agreeing new and renewed commercial partnerships to bolster their portfolios.
Aston Villa have struck a three-year partnership extension with Kaizen Gaming, the operator of the Betano sportsbook brand, which will step back from front-of-shirt coverage and become the new sleeve partner of the English Premier League club.
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Betano, the primary front-of-shirt partner of Villa since 2024, will replace online trading platform Trade Nation, which took up sleeve sponsorship rights in June 2023.
The front-of-shirt deal came to an end with Premier League rules now banning clubs from placing betting brands on the front of their shirts, as of 2026-27, with Villa opting to replace Betano with the Visit Rwanda tourism agency in a controversial agreement.
Now, moving to the lesser shirt branding placement on the sleeve, Betano has reaffirmed its commitment to Aston Villa through the 2028-29 season, with the pair to continue collaborating on community-focused initiatives.
Having won the second-tier pan-European UEFA Europa League last season, Villa will compete in the financially rewarding UEFA Champions League in 2026-27, thus giving all major partners significantly more exposure than would otherwise be the case.
Newly promoted Hull City will join Aston Villa in the Premier League this season, with Corendon Airlines renewing its sponsorship of the club upon their ascent to the top flight.
The official travel partner of Hull City since 2022, Corendon Airlines will remain the primary front-of-shirt sponsor of the team through the next three seasons, including the upcoming Premier League campaign.
Corendon Airlines will also retain its title sponsorship of a hospitality suite at the club's 24,620-capacity MKM Stadium, known as the Corendon Airlines Raich Carter Suite.
In the 2025-26 season, Corendon expanded its partnership with the club to include the training ground, front-of-shirt branding for the club’s academy teams, and the team’s direct-to-consumer video service Tigers Plus.
A Turkish brand, the airline joined Hull City as a sponsor upon the club's takeover by Turkish media mogul Acun Ilicali.
Spanish side Real Betis, who will also feature in the UEFA Champions League in 2026-27, have also added to their partnership roster, meanwhile, bringing in Ebury via a multi-year deal.
As the ‘official transfer partner’ of the club, Ebury will gain branding presence across Betis' 70,000-seater Estadio de la Cartuja temporary home (which is being utilized in the interim while renovations take place at the club’s Estadio Benito Vilarmarin).
Real Betis will leverage Ebury services, including the Ebury Sports Finance platform, to mitigate risk surrounding foreign exchange transactions across the multi-year term of the deal, which will run through the 2027-28 season.
Real Betis chief executive Ramon Alarcon said: “Bringing Ebury on board gives us a partner with specialist expertise in an area that is increasingly strategic for a club with international activity.
“As well as strengthening our sponsorship structure, this alliance gives us access to advanced financial solutions to manage our international operations more efficiently and opens up new opportunities for collaboration with the business community."
Most recently, Ebury has struck partnerships with Belgian side Royal Antwerp, and English Premier League returnees Ipswich Town, while also sponsoring Aston Villa, and Dutch champions PSV Eindhoven.
Elsewehere in the Spanish top-flight, Osasuna have landed a new three-year agreement with insurance firm MGS Seguros.
Running through the 2028-29 campaign, MGS Seguros will take up branding presence across the club's 23,576-seater El Sadar Stadium, and additionally will become the sleeve sponsor on all kits worn by Osasuna's youth-category teams.
Osasuna president Luiss Sabalza said: "It's very important for Osasuna that a highly prestigious insurance company like MGS wants to join forces with us, especially for such a long-term partnership of three years, which undoubtedly provides us with stability. It's a boost to a club project that has found support from new partners who will help us continue to grow and become stronger."
Meanwhile, Juventus, the Italian soccer giants, have struck a new partnership, tying up Bet365 Scores, the infotainment brand of the prominent sportsbook, to their sponsor portfolio.
As the official infotainment partner of Juventus in Italy, Bet365 Scores will offer a personalized digital offering to Juventus fans, including real-time live scores and statistics from games.
Italian sides are forbidden from partnerships with betting firms, which has led many of the country’s operators in that space to launch ‘infotainment’ brands, bearing near-identical iconography to that of their sportsbooks, through which to legally strike partnerships with Serie A soccer teams and retain association with the clubs.
Bet365 Scores is one such operation, and has already partnered 2024-25 Serie A champions Napoli and fellow top-flight side Udinese across the 2025-26 season, and for the upcoming campaign has now added Juventus.
