By Kieran Maguire

3rd Feb, 2023 | 12:20pm

Kieran Maguire: Aston Villa fans will be livid amid update on 'sleazy' behind-the-scenes deal

Aston Villa have “shown they are more interested in money than morality” with their refusal to drop BK8 as a sponsor.

That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about Villa’s new alliance with the controversial bookmaker.

It emerged in January that Villa had signed a behind-the-scenes deal with BK8 to become their new front-of-shirt partner.

The Asian gambling firm was dropped by Norwich City in 2021 for its use of sexist material in its marketing, and an investigation has since found that BK8’s parent company has links to organised crime.

Football Insider broke news last Thursday (26 January) that Villa had no plans to drop BK8 despite the backlash from supporters.

Villa’s stance, which has since been reported by several other outlets, will no doubt anger supporters, insists Maguire.

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Aston Villa have shown that they are more interested in money than morality,” he told Football Insider’s Adam Williams.

There is, theoretically, absolutely nothing wrong with a club aligning itself with an industry which is legal.

There are many other gambling sponsors in the Premier League. There are perhaps broader issues there which need to be addressed at some point.

“What is disappointing is the sleazy nature of BK8. It has sexualised women and used glorified soft porn to market its products.

“If Villa’s directors can sleep at night in that knowledge, fair play to them. I think there will be many parents of young girls who will take a less enthusiastic view.”

In other news, injury expert claims Aston Villa “in dreamland” after “brilliant” Diego Carlos update.