Aston Villa could agree £50m deal after confirmed news – Stefan Borson
Aston Villa could land up to £50million on their next front-of-shirt sponsorship deal if they qualify for the Champions League again this season.
That is the view of finance expert Stefan Borson, who exclusively told Football Insider a deal of that magnitude would move the dial materially for Villa after they have recently been close to the profit and sustainability (PSR) limit.
The West Midlands giants signed a two-year deal with Greek betting platform Betano earlier this year, with the £20million-a-season agreement believed to be the most lucrative shirt deal in the club’s history.
But Premier League sides will no longer be able to sign up to front-of-shirt sponsorships with gambling firms from the 2026-27 season after they collectively agreed to withdraw from such deals last year.
Adrian Filby confirmed in a LinkedIn post on 30 September he has joined Villa as their new chief commercial officer after previously spending 21 years over two spells in a similar role at Celtic.
One of his biggest tasks will be securing a new lucrative front-of-shirt deal, with Unai Emery’s side’s qualification – and early success in the Champions League – expected to provide a boost to any talks with blue-chip brands.
Aston Villa could boost sponsor talks with European success
“If they were to qualify again this season as it looks like they might, that might become easier,” Borson told Football Insider.
“Adrian Filby will then be in a good place to do his first major deal on the front-of-shirt because we know the front-of-shirt partner they have got at the moment is going because we are going to have a ban on those betting partners, so that’s going to be his big target.
“For a club like Villa, if they can show that they are a serious contender for the top four on a regular basis, they will be looking for £40-50million for that front of shirt, especially if they have got Champions League.
“That will be a very big increase on what they are currently getting, so that’s going to be his first opportunity.
“Clearly, if he gets it, that’s going to move the dial for the club in a very material way.”
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