Keith Wyness has the solution to Aston Villa’s PSR woes after ‘key’ development
Aston Villa have been tipped to solve some of their profit and sustainability rules (PSR) issues by taking advantage of a new loophole.
Unai Emery’s side are still struggling to remain on the correct side of the financial regulations and were limited in this summer’s transfer market.
Villa narrowly avoided punishment last season, completing a last-minute sale of their women’s side in order to bring in enough money before the 30 June deadline.
However, the Midlands giants may now have a new way to raise funds, after Manchester City settled their Associated Party Transactions (APT) case against the Premier League.
Aston Villa’s former chief Keith Wyness – who served as CEO at Villa Park between 2016 and 2018 and now runs a football consultancy advising elite clubs – believes his old side will now be able to increase their sponsorship revenue.
Aston Villa tipped for new sponsorship deal
Speaking on the new edition of Football Insider’s Inside Track podcast, Wyness insisted that due to the recent update regarding APT, the door may now be open for Orascom to become a major sponsor at Aston Villa.
Orascom is the company of Villa owner Nassef Sawiris, and if a deal were allowed by the Premier League, then it would give the Egyptian an alternative way of funding the club.
Wyness added that the situation around APT could provide a loophole to help clubs find a way past PSR.
He told Football Insider‘s Inside Track podcast: “What we might see is some sponsorship deals coming in, with the Associated Party Transactions situation with City.
“This may open the door there for Orascom, which is Nassef Sawiris’s company from Egypt, to suddenly become another major sponsor.
“That may be the key for PSR going forward. If clubs are finding that their costs are rising, can they find ways to increase their revenue? So that seems to be a logical solution.
“I think that APT case may just be one loophole, or one way for new sponsorship valuations to be reached that will then fit market value. And so that could be one way through PSR.
Aston Villa face interest in star midfielder
Meanwhile, Chelsea and Tottenham have received a boost in their pursuit of Morgan Rogers from Aston Villa, sources have told Football Insider.
Villa were steadfast in their stance that Rogers would not be sold during the summer transfer window, as Emery was determined not to lose his key players.
However, Football Insider revealed on 12 September that Aston Villa could be forced to sell Rogers if they cannot resolve their ongoing concerns surrounding PSR.
Both Spurs and Chelsea have now been given a boost, with the midfielder also eyeing a potential exit to return to Champions League football.
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