Aston Villa faces backlash over controversial shirt sponsorship deal

Aston Villa Football Club is under fire for its recent shirt sponsorship agreement with online betting company BK8, which has been described as “tone-deaf” and “dangerous.”

Aston Villa signed a sponsorship agreement with the controversial sponsor

Despite growing concerns from fans and the Premier League’s commitment to banning gambling firms as primary shirt sponsors starting in 2026, Villa has inked a three-year deal with a brand that was previously dropped by Norwich City due to outrage over sexualized advertisements featuring young women.

Villa defended the partnership, stating that it would foster “exciting collaborations” that benefit both brands, particularly in Southeast Asia. However, the announcement triggered a wave of criticism on social media, with Birmingham City Councillor Nicky Brennan expressing disappointment and calling it a “poor choice” that promotes misogyny. He emphasized that football should prioritize fans and the community over financial gain.

Former England captain and BBC Match of the Day presenter Gary Lineker also pointed out the Premier League’s earlier commitment to eliminate gambling sponsors from shirt advertisements. Lineker’s tweet questioned the decision, given the league’s pledge.

Raising concerns

In January, the Aston Villa Fans Consultation Group raised concerns about the potential partnership with BK8, which replaces Cazoo as the club’s main sponsor. The deal with Cazoo was reportedly worth £6 million per year, whereas clubs like West Ham United and Everton have secured around £10 million annually from betting firms. The fan group questioned Villa’s commitment to ethical sponsorship arrangements, particularly in light of the upcoming gambling reform white paper by the government.

BK8’s previous controversies came to light in the summer of 2021 when Norwich City had to terminate their partnership due to public outrage over explicit marketing videos on YouTube. The company has since apologized, removed the ads, and undergone a rebranding.

Under the new sponsorship deal, BK8’s branding will appear on the front of Aston Villa’s three shirts until the end of the 2025-26 season. BK8 has committed to making charitable contributions for every adult third kit sold, emphasizing its dedication to the local community. The Aston Villa statement highlighted the company’s previous work with mental health awareness programs and expressed intentions to collaborate further with the club on various initiatives.