Betano is set to donate its front-of-shirt space on Aston Villa’s shirts for the Premier League side's return to Europe’s premier competition tonight.
The Kaizen Gaming brand was confirmed as the club’s new principal and front-of-shirt partner ahead of this current season in what was a record front-of-shirt sponsorship for the club.
Villa previously won the European Cup back in 1982 but hasn't qualified since it was rebranded from the European Cup to the Champions League in 1991-92.
Ahead of its debut, Betano will be donating its front-of-shirt space back to Villa, which has donated the space for tonight’s Champions League match against Young Boys to Acorns.
The Villans has a longstanding relationship with Acorns and previously the charity's logo was included on the front of the club’s shirts.
Aston Villa President of Business Operations Chris Heck said: “We are delighted that Betano came to us to offer up the opportunity and ask who are the best beneficiaries of the space.
“It was an absolute no-brainer to bring Acorns back onto the front of shirt, an organisation close to the hearts of everyone involved with Aston Villa.”
Kaizen Gaming CCO Julio Iglesias commented: “With all partnerships, CSR is a major part of the conversation from the beginning in terms of how we give back.
“As part of that, to walk the walk, we have a first step to help Aston Villa; donating the space on the shirt for the first Champions League game to an organisation close to Aston Villa’s hearts.”
Acorns Children’s Hospice Director of Fundraising Vicki Rowles added: “We are extremely honoured to have our logo featured on Aston Villa’s shirts for their UEFA Champions League debut against Young Boys.
“Help can’t wait for the children and families who desperately need us. Thanks to the support of Aston Villa and the global exposure of the Champions League, we can reach even more families in need.
“We’re truly grateful to our friends at Aston Villa for their continued dedication to Acorns. We wish the team the very best of luck for tonight’s game.”
Similar initiatives like this have been carried out by Kindred Group, which donated front-of-shirt space occupied by its Unibet brand on Middlesbrough FC’s shirts to the MFC Foundation against Rotherham United FC last season and Millwall FC the season before.
