Kaiyun Sports partners with Aston Villa

Asian sports betting firm, Kaiyun Sports, has announced that it has signed a new deal with Aston Villa to become the club’s official principal partner and official shirt sleeve partner.

As part of the collaboration, the betting firm will have its branding featured on the Premier League side’s first team kit for the duration of the 2022/23 season as well as offer an exclusive app that integrates sports and entertainment to provide an immersive online and offline experience to fans.

Having only recently entered the European market, signing such a high-profile deal with one of English football’s most historic clubs will generate a lot of exposure for Kaiyun Sports, helping the brand connect with a new audience of millions of fans as it looks to further enhance its profile in the UK.

The new partnership represents the second piece of business Aston Villa has done with a major betting brand in the past month, with the club also inking a deal with Duelbits.com to announce the crypto casino and sportsbook platform as its official European betting partner for the 2022/23 season.

Speaking on the club’s latest betting collaboration, Aston Villa chief commercial officer Nicola Ibbetson said: “We are delighted to be partnering with Kaiyun, a brand who share our challenger ambition. We look forward to working together [and] providing a great experience for fans.”

A Kaiyun Sports spokesperson added: “Kaiyun Sports looks forward to working with Aston Villa to write a new story of football cooperation. We will work together to create a safe online and offline interaction for users – providing fans around the world with a top sports experience.”

While no value or term for the agreement has been given by either party, the new deal comes ahead of a re-regulation of UK gambling sponsorship laws, where it’s expected policy makers will recommend proposals to ban main shirt sponsorship by betting operators while still permitting sleeve sponsorship.