Aston Villa well placed to agree off-field deal after stunning twist
Aston Villa could significantly boost their financial situation if they can secure a return to the Champions League this season.
Unai Emery’s side narrowly missed out on back-to-back Champions League campaigns after finishing sixth in the Premier League last season.
Villa are the favourites to win the Europa League following their performances in the competition over the past couple of months.
That would automatically secure them a place in next season’s Champions League.
However, that might not be necessary after Villa’s 3-2 victory over West Ham on Sunday (14 December) moved them seven points clear of fifth-place Crystal Palace in the Premier League table.
Aston Villa could land extra £15m
Former Man City financial adviser Stefan Borson exclusively told Football Insider Villa could agree a more lucrative front-of-shirt sponsorship deal if they qualify for the Champions League.
Emery’s side are one of several Premier League clubs who need to find a new shirt partner ahead of the ban on gambling sponsors coming into effect from the start of the 2026-27 season.
Speaking exclusively to Football Insider, Borson said: “If they can get back into the Champions League next season, there are two things that happen.
“First of all, they finish higher up in the league table versus last season, so that could be £15million, maybe even more of extra prize money on top of what they got last season.
“Clearly, the club becomes commercially more attractive. They need to replace their shirt sponsor because they’ve got a gaming sponsor, so possibility they can get a better front-of-shirt sponsor.”
Villa’s deal with Greek betting platform Betano is believed to be worth around £20m a year for their shirt sponsorship.
Aston Villa in line for £50m windfall
Meanwhile, there will be further financial benefits if Emery can lead his side back into the Champions League this season.
“From Uefa prize money, there’s probably going to be a difference of £40-50m, maybe even more between the difference between getting very close to winning the Europa League and getting into the round of 16 in the Champions League,” said Borson.
“Season versus season, it’s probably £40-50m difference. It makes a big difference.”
Villa banked around £70m in prize money from the Champions League last season before being knocked out by eventual winners PSG in the quarter-finals.
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