Asia-based operator BK8 has agreed a multi-year shirt sponsorship deal with Aston Villa, despite an imminent ban on such deals by the English Premier League.
Under the three-year deal, BK8 branding will appear on the front of the players’ shirts until the end of the 2025-26 season.
BK8 will invest in a series of brand revitalizations and benefit from advertising opportunities, including properties at the team’s home of Villa Park. These assets are donated to charity to display promotional messages.
The deal also includes another philanthropic element, with BK8 donating each adult third shirt sold to a local charity.
BK8 EMEA Managing Director Michael Gat said: “Being able to give something back to the dedicated contributions of our supporters is a very important part of why we want to be associated with a prestigious institution.” rice field.
“Over the past few years, as a brand committed to football, we have been committed to working closely with our partner community initiatives to continue our efforts to realize our ambitions in this field.
“We will work tirelessly to make an impact in this area through numerous programs across the region that engage supporters locally and globally.”
An Aston Villa spokesperson added: “We look forward to an exciting collaboration that will help both brands grow, especially within Southeast Asia.”
The deal comes despite a joint agreement by Premier League clubs in April to stop gambling sponsorships on the front of matchday shirts.
The withdrawal of ShirtGamble’s sponsorship will take effect from the end of the 2025-26 season, so the deal with the operator could remain in place until that date.
A new contract between Villa and BK8 will be signed at the same time as the ban comes into effect.
The Premier League also said it would consider working with other sports on a new code of responsible gambling sponsorship across the professional sports sector.
Earlier this month, Newcastle United downgraded its deal with offshore gaming operator Fun88.
Fun88 has been the team’s primary partner since the 2017-18 season, but will now focus on efforts to drive the club’s growth in Asia.
