Tottenham beat Aston Villa to three-year deal after making clear they would 'sign some big names' - Keith Wyness

Tottenham Hotspur's move to make former Aston Villa sponsor Betano their new first-team partner was likely due to their London base.

That is according to former Villa chief executive Keith Wyness, speaking exclusively to Football Insider, who believes that the betting company expect it to be "easier" to entertain their clients in and around the capital.

Spurs have agreed a three-year deal that will see Betano become their training kit sponsor, with the Premier League's new legislation preventing them from being on the front of the match kits.

Wyness believes that Tottenham's stadium and training ground facilities will also have been a huge appeal for Betano commercially.

The company previously sponsored Villa's match shirts, but stepped away from that partnership at the end of the 2025-26 campaign.

Wyness believes that Betano have made a "very clever move" by partnering themselves with Tottenham right now, as their heavy transfer spending appears set to continue.

Betano hailed for Tottenham move

Villa's former chief Wyness - who served as CEO at Villa Park between 2016 and 2018 and now runs a consultancy business advising elite clubs - has hailed Betano for the timing of their move.

He believes that gambling companies now need to be creative with how they involve themselves in football clubs, given the new ban on front-of-shirt sponsorship.

Speaking on the latest edition of Football Insider's Inside Track podcast, he explained exactly why Spurs appeal to them as a brand.

"I think a lot of it is to do with being London-based, and I think Betano see a lot of their clients are going to be in the London area and it's easier to get clients into London," Wyness said.

"It was successful with Villa, and I think it worked quite well for them. They got to learn football and how you actually work with a club and how you activate a sponsorship properly. And now they've got the big chance. 

"Obviously there's the Spurs Stadium to work with. The Spurs training ground is fantastic. But I think it's a lot to do with actually being in London as well. 

"What we're also seeing now is that betting companies are still very much around football. This is where this legislation was misplaced, in my view, is that they may have gone from front of shirt. But they're on training grounds, they're on training kits, and they're still in the shops. 

"I think Betano have been clever to grab the Spurs asset right now. They've probably got lucky because they've been obviously told that there was going to be this new commercial freedom in Spurs to sign some big names.

"So I think it's a very good move, and it's something I'd like to encourage more betting companies to try and be more creative in the way they work sponsorships with football clubs."

Tottenham rival Everton with ground-breaking move

Wyness also told Football Insider last week that Tottenham have shown very "prudent planning" by applying to install 3800 solar panels on the roof of their stadium.

The Scottish businessman made it clear that the move won't be game-changing for their finances, but does show "good cost-control."

He made it clear that Everton's Hill Dickinson Stadium is currently the gold standard for eco-friendly Premier League grounds, but believes that Spurs' solar panels could see them rival the Toffees.

He emphasised that the investment will also be positive for the club's brand, as they are seen to be handling their energy in an eco-friendly manner.