Villa Secures Record-breaking Deals
Aston Villa has agreed a multi-year partnership with online gambling brand BK8.
As part of the agreement, BK8 becomes the Premier League football club’s new principal and front-of-shirt partner, in the highest value deal in the club’s history.
The three-year deal will see BK8 branding featured on the front of Villa’s three shirts until the end of the 2025/26 season.
The club’s third kit, which will be unveiled later in the summer, will see BK8 make a contribution from every adult third shirt sold, to a local charity in Birmingham.
Villa’s deal with the gambling firm is set to end just as the Premier League’s new regulation around betting sponsorships in football comes into play. In April, the Premier League announced that front-of-shirt gambling sponsorships will be banned from the beginning of 2025/26 season.
Michael Gatt, Managing Director of BK8 EMEA, said, “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.”
An Aston Villa spokesperson, added, “This record-breaking partnership with BK8 is a further statement of both the success and ambition of this club. Through this partnership with BK8 we look forward to exciting collaborations together that will help to grow both brands, particularly within Southeast Asia.”
The brand will also invest in several brand activations across the course of the partnership, which they believe will showcase their commitment to several local charitable initiatives in and around Birmingham. The deal also includes various advertising opportunities including various advertising assets at Villa Park, which will be given to charity organisations to display promotional messages throughout the season.”
BK8 is no stranger to commercial partnerships within English football, having previously partnered with Crystal Palace, Burnley FC, and Huddersfield Town.
Aston Villa has also announced Trade Nation as the club’s official sleeve and trading partner.
The multi-year agreement will see Trade Nation, an online trading platform, support both men’s and women’s senior teams, with the company’s logo displayed on the sleeve of all first team shirts and adult retail shirts.
An Aston Villa spokesperson, said, “We are delighted to announce this partnership with Trade Nation who share our ambition and drive for success. It comes at a key moment for both parties as we embark on an exciting period of growth, with the club back in Europe. We look forward to successful seasons ahead together.”
Stuart Lane, Chief Executive Officer at Trade Nation, added, “Collaborating with Aston Villa is a seminal moment for Trade Nation. With Villa, we have aligned ourselves with a club that mirrors our values of respect and ingenuity and embodies excellence. This partnership reaffirms our commitment to delivering brilliant trading solutions to a wider audience.”
Aston Villa finished the 2022/23 campaign in 7th place meaning the midlands club will be qualifying for a spot in the European Conference League.
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