Aston Villa agree front of shirt sponsorship with online casino BK8 amid fan concerns | OneFootball

Aston Villa have proceeded with a shirt sponsorship deal with BK8, a controversial gambling firm. They have carried on with the deal despite concerns expressed by their fanbase.

The Villains confirmed the three-year partnership on Thursday and it will run until 2026.

This date is significant as it is when Premier League clubs must stop promoting betting companies on their shirt fronts.

In April, Premier League clubs collectively agreed to remove gambling sponsorship from the front of matchday shirts.

This agreement starts from the 2026/27 season. These sponsorships are worth £60 million annually.

However, until then, top-flight clubs can continue displaying betting company logos on the front of their shirts.

Additionally, gambling brands will still be visible on shirt sleeves and stadium advertising hoardings.

Previously, BK8 faced criticism when Norwich City terminated their sponsorship in 2021 due to sexually suggestive advertisements.

In January of this year, the Aston Villa Supporters’ Trust (AVST) accused the club of misleading them.

Now-former chief executive, Christian Purslow, had stated that they would not pursue gambling companies as principal sponsors.

AVST expressed deep disappointment and urged the club to reconsider their association with BK8.

Notably, Match of the Day host Gary Lineker also questioned the deal.

Despite meeting with AVST to address concerns, Aston Villa have decided to proceed with the controversial partnership.

Aston Villa’s statement emphasised BK8’s role as the new principal and front of shirt partner.

Notably, BK8 has committed to donating a portion of proceeds from every three adult shirts sold to a Birmingham charity.

Speaking about the rationale behind their charitable actions, BK8 EMEA Managing Director Michael Gatt said (via AVFC’s website): “We are really delighted to be able to announce our support for local charities as part of our exciting new partnership with Aston Villa.

“Being able to give something back to the supporters for their dedication is a hugely significant part of the reason we want to be involved with a prestigious institution, which is what Aston Villa Football Club are.

“As a brand working in football for the last few years, we have committed to working closely with our partners’ local community initiatives and ensure we continue our commitment to delivering on our ambitions in this area.

“Over the next three years of this deal, we will work tirelessly to make an impact in this area with a number of programmes across the region that engage with Villa supporters locally but also on a global scale.”