Update: Aston Villa have agreed a multi-year partnership with BK8, which sees the brand join as the new Principal and Front of Shirt Partner.
This comes as a shock for two reasons. Firstly, the Premier League banned all front-shirt betting sponsors from 2026, in the hope to decrease gambling problems and addiction related to football.
Premier League Ban Betting Main Kit Sponsors From 2026
Secondly, this company in specific, BK8, in June 2021, signed a shirt sponsorship deal with Norwich City. However, Norwich had to drop the £5 million one-year deal just five days after announcing it - BK8 promoted their company with sexualized and suggestive content.
New Premier League Club Norwich City Ends BK8 Kit Sponsor Deal After Just 3 Days & Fan Protests
The organization, which has signed a three-year deal with the club, will have branding featured on the front of Villa’s three shirts until the end of the 2025/26 season and has committed to giving back to charity with this latest announcement, in a move to change its perception to the overall football market.
An Aston Villa spokesperson said: “Through this partnership with BK8 we look forward to exciting collaborations together that will help to grow both brands, particularly within Southeast Asia.”
Original Article (January 2023): English Premier League club Aston Villa have reportedly agreed on a main sponsorship deal with controversial betting company BK8, replacing Cazoo.
After three years, Aston Villa's main sponsorship deal with Cazoo is coming to an end in 2023 and won't be extended. This was announced by Cazoo earlier this week.
“It has been a very strong and successful partnership for both parties and we are proud to have supported the club and raised over £120,000 for the Aston Villa Foundation during this time,” said a Cazoo spokesperson.
Aston Villa to Sign 3-Year Main Sponsorship Deal With BK8
Aston Villa have agreed on a three-year main sponsorship deal with BK8, according to The Telegraph. Quickly after it became known that BK8 would become the team's new main sponsor, the backlash began, and rightfully so.
In June 2021, Norwich City signed a shirt sponsorship deal with BK8. However, Norwich had to drop the £5 million one-year deal just five days after announcing it - BK8 promoted their company with ‘sexy baccarat’ and suggestive images of hot dog swallowing contests.
Norwich canceled the deal after just 5 days last summer
Aston Villa did not comment on the rumors and their probable main sponsor deal with BK8.
BK8 also signed less important deals with English clubs Crystal Palace, Burnley, and Huddersfield in 2022.
All-New Aston Villa Logo Launched
Are you surprised that Aston Villa could sign with BK8 after the controversy with Norwich last year? Comment below.