Aston Villa ignore fan concerns to sign shirt sponsorship deal with BK8
Aston Villa have signed a shirt sponsorship deal with controversial betting company BK8.
Despite concerns from their fan base, Villa on Thursday confirmed the three-year partnership, which will take them until 2026, when Premier League clubs will no longer promote betting companies on their shirt fronts.
The Premier League club unveiled their new home shirts for the upcoming season later on Thursday, proudly showing off the new logo.
Norwich City axed BK8 as their sponsor in 2021 due to sexually provocative advertising.
In January this year, the Aston Villa Supporters’ Trust (AVST) claimed they had been misled by the club after now former CEO Christian Purslow said gambling companies would not be prosecuted as main sponsors.
Controversial Asian betting company BK8 has taken over as Aston Villa’s front-of-shirt sponsor
Villa announced the sponsorship deal with the Asian gambling company on Thursday
Match of the Day presenter Gary Lineker questioned the deal, but the Premier League’s ban on betting companies on the front of the shirt won’t take effect until 2026
AVST then said they were ‘extremely disappointed’ and called on the club to ‘re-evaluate’ their agreement with Asian company BK8.
The club have met with them to hear their concerns, but Villa pushed through with the deal.
In April, Premier League clubs collectively agreed to withdraw gambling sponsorship from the front of match shirts – estimated to be worth £60 million a year – from the start of the 2026-2027 season.
But nothing is stopping top clubs from advertising betting companies on the front of their shirts until then, and betting brands can remain on shirt sleeves and on billboards in stadiums.
Match of the Day presenter Gary Lineker asked on Twitter after Villa’s announcement: ‘Did you think clubs would no longer have gambling sponsors on shirts?’
Villa statement said BK8 would join as “the new director and front-of-shirt partner.”
BK8 has pledged to make a donation to a charity in Birmingham for every third shirt sold.
Michael Gatt, Managing Director of BK8 EMEA, said: ‘We are delighted to announce our support for local charities as part of our exciting new partnership with Aston Villa.
“The fact that we can give back to the supporters for their dedication is a hugely important part of why we want to be involved with a prestigious institution, which is what Aston Villa Football Club is.”
A spokesperson for Villa said: “Through this partnership with BK8, we look forward to exciting collaborations that will help grow both brands, particularly in South East Asia.”
The Aston Villa Supporters’ Trust expressed their concerns about the partnership with BK8
Norwich cut ties with shirt sponsor BK8 after supporters’ riot over sexual marketing
Norwich ended the deal after the company used provocative images to promote their services
Earlier this year, the AVST released a statement in conjunction with campaign group Gambling with Lives, saying: ‘Our club doesn’t hold itself in high regard, especially when it comes to the ethics of sponsorship deals.
‘Sexualizing women to promote a gambling business and incite fans to gamble is certainly not what Aston Villa Football Club is about.
“While the club has acknowledged supporters’ concerns towards the potential sponsor, we have received no explanation or clarification of the deal.
“We remind them of their duty to protect fans from the harm of gambling and not to bring the name or reputation into disrepute.
Unfortunately, this incident is not the first time the club has entered into a controversial sponsorship deal.
“It is unlikely to be the last unless the club urgently acknowledges the issues identified in this statement and re-evaluates without delay its agreement with BK8.”
In June 2021, BK8 had to apologize for sexually provocative marketing – including simulated sex acts with a sausage – after becoming Norwich’s shirt sponsor.
Soon after, the club dropped the £5 million deal with BK8.
The Supporters’ Trust alleged that former CEO Christian Purslow said the club would no longer pursue betting firms to become sponsors
Villa supporters raved about the new deal on Twitter when it was announced on Thursday
Canary fans pointed to some of the company’s marketing materials online – some of which had been removed.
One Instagram account claiming to belong to a BK8 “ambassador” with over a quarter of a million followers directly related to hardcore pornography, The athletic reported at the time.
BK8’s Thai-language YouTube channel posted a video in 2019 with half a million views of four young women mimicking a sex act on a sausage. The clip was made private and then deleted.
Another video showed women simulating sex, but without the nudity that would have triggered YouTube’s strict filters.
A Norwich spokesperson subsequently said: ‘Norwich City are aware of a series of marketing messages on the social media accounts of our new lead partners, BK8.
“These messages and marketing are inconsistent with Norwich City’s wider vision and values and we will review our due diligence process in the future.”
“We accept that this form of marketing is not befitting a Premier League partnership.
“We have immediately removed all marketing materials of this nature and will review our marketing strategy in the future.”