Aston Villa could agree £50m deal after new hire confirmed – sources
Aston Villa could land a new front-of-shirt deal worth more than double the value of their current agreement if they manage to qualify for the Champions League again this season, sources have told Football Insider.
Villa 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.
Football Insider revealed on 1 August the West Midlands giants will be looking to open talks over a new shirt deal in the next few months as they prepare for the gambling ban coming into force.
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 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.
Sources have told Football Insider if Villa can show they are a “serious” top-four contender by qualifying for the Champions League again this season, they could receive between £40-50million from their next shirt sponsor deal.
Aston Villa momentum could help sponsorship talks
Betano replaced BK8 as Villa’s primary shirt sponsor after the Asia-based online betting platform had its multi-year deal cut short after just one season.
But Villa are one of several Premier League clubs who will be in the market for a new front-of-shirt deal ahead of the gambling ban, with 10 top-flight sides currently sponsored by betting companies.
Sources have told Football Insider the West Midlands club’s momentum on and off the field will help significantly in any negotiations with a potential new sponsor.
Emery’s side currently sit fifth in the Premier League table, while their 1-0 victory over Bayern Munich on Wednesday night made it two wins from two in the Champions League.
A lucrative shirt sponsor deal could help resolve some of Villa’s financial concerns after they have recently been toeing the profit and sustainability (PSR) line.
It would also provide a boost to Chris Heck’s ambitious plans after the club’s president of business revealed he’s hoping to increase their revenue to £400million by 2027.
Football Insider revealed on 14 June Villa are on track to announce a club-record revenue of £260million for 2023-24 after reporting £217million of revenue in their latest 2022-23 accounts.
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