Exclusive: Aston Villa to open talks over new deal

James holds a degree in Sports Journalism and Communications (MA) from the Real Madrid Graduate School. He has experience working for a number of local news outlets as well as the Sunday Mirror and Real Madrid TV. James is from Scunthorpe and has an affinity with Scunthorpe United, but is also a huge West Ham supporter and an expert on all things to do with the Hammers. He started working for Breaking Media in July 2023, initially writing on the Club Sites, where he specialised in West Ham content, before moving to Football Insider – where he is now an expert in football finance, speaking regularly with Stefan Borson and Keith Wyness to generate high-quality content in all things related to finance in the Premier League, Football League, and Scottish Premiership.

Published on:

01 Aug 2024, 2:14 pm

Aston Villa will be looking to open talks over a new front-of-shirt deal in the next few months as they prepare for the ban on gambling sponsorships coming into force, 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.

The West Midlands giants are among 10 top-flight clubs that will be sponsored by a betting company next season.

But sources have told Football Insider Villa failing to land a lucrative non-gambling-related shirt deal despite qualifying for the Champions League will be a “concern” for the clubs currently partnering with betting firms.

Aston Villa hold Champions League advantage in sponsorship race

Betano has replaced BK8 as Villa’s new primary sponsor after the Asia-based online betting platform had its multi-year deal cut short after just one season.

The new deal is expected to provide a significant boost to the Midlands club’s commercial revenue after they have recently been toeing the profit and sustainability (PSR) line.

But sources have told Football Insider it’s important Villa start opening talks and building relationships with potential shirt sponsors soon to have a deal in place before the gambling ban comes into effect.

Striking a front-of-shirt sponsorship deal is believed to be one of the most complicated agreements to reach and it can take several months to thrash out terms that suit both parties.

Although there will also be nine other Premier League sides looking to find a new shirt deal, Villa currently hold the advantage of having Champions League football under their belt following their fourth-place finish last season.

But finance expert Stefan Borson told Football Insider there are doubts over which companies will fill the void once the ban on gambling sponsorships comes into force.

The difficulties around landing a lucrative deal with a blue-chip company are already on display at Chelsea, with the club at risk of starting next season with no front-of-shirt sponsor for a second successive campaign after their deal with Infinite Athlete has expired.

In other news, Aston Villa could now accept offer for star defender.

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