Aston Villa have agreed 'top-tier' deal after Celtic reveal - expert
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Aston Villa have agreed 'top-tier' deal after Celtic reveal - expert

Stefan Borson
Stefan Borson

Finance Consultant AUTHORITY Former Manchester City financial advisor; legal specialist in Premier League Profit & Sustainability Rules (PSR). FOCUS PSR & SCR compliance, transfer budgets, high-stakes football finance, and elite-level sports litigation. THE AUDIT Stefan utilises Statscore’s Financial Modelling Engine, including Deep-Data Metrics like Amortisation Schedules, Revenue-to-Wage Yields, and Projected PSR Thresholds. He provides forensic legal analysis to reveal the fiscal reality behind club operations that traditional sports reporting overlooks.

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Aston Villa appear to have made another “top-tier” appointment after bringing in new commercial chief Adrian Filby from Celtic. 

That is the view of finance expert Stefan Borson, who exclusively told Football Insider Villa are currently in a “sweet spot” following their recent momentum on and off the pitch. 

Filby confirmed in a LinkedIn post on 30 September he has joined the West Midlands giants 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 likely be securing a new 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. 

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. 

Aston Villa have momentum on and off the field

“I don’t know Adrian Filby, but I suspect anybody they are bringing in now at Villa is going to be top tier,” Borson told Football Insider.

“Clearly, they are a club that’s just in that sweet spot and have got real momentum on and off the pitch. 

“They have done a lot of deals over the last 12 months. 

Aston Villa

“It was slightly disappointing I think probably in terms of their front-of-shirt deal for this cycle because they ended up having to take a betting partner. 

“I think they probably would have hoped that they could have got something a bit more blue-chip on the front of shirt given that they got the Champions League.” 

In other news, Unai Emery stunned by Aston Villa star’s transformation.

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