Aston Villa claim “extensive due diligence” around reported BK8 sponsorship
Aston Villa Fan Consultation Group reveal club’s thoughts behind the decision amid supporter outrage
The Aston Villa Fan Consultation Group (FCG) has revealed the club claimed it performed “extensive due diligence” for all of its commercial partnerships ahead of naming BK8 as its new front-of-shirt sponsor.
Online car retailer Cazoo currently sponsors Aston Villa and, according to the fan group, will be replaced by Asian betting operator BK8 as its new sponsor from next season on a three-year deal.
The fan group held a meeting with club officials last month to air their grievances of having a gambling sponsor onboarded, especially given BK8’s controversial history in English football.
The consultation group released a joint statement with all fan groups of Aston Villa, stating that while some fans will be disappointed, BK8 is set to offer the club twice as much as a non-gambling sponsor.
The statement read: “The club provided the FCG an insight into the tender process, and provided assurances of an extensive due diligence selection process for all commercial partners. In addition, brands would algin with the club’s ethic and values.
“While some fans will be disappointed after Villa’s current front-of-shirt sponsor moved away from gambling companies, the commercial reality is that to teams outside the top six, such sponsors offer clubs twice as much financially as non-gambling companies.”
Villa Bellas, the official women’s network for Aston Villa, also added to the statement. They said: “Whilst we share the disappointment of some fans that a deal is likely going through, we trust that stringent due diligence was taken and our concerns regarding previous advertising will be addressed in due course.
BK8 has been prominent in the Premier League this season, featuring across digital advertising hoardings, namely at Fulham’s Craven Cottage and Crystal Palace’s Selhurst Park.
In June 2021, BK8 signed a deal with then-Premier League side Norwich City. However, this deal was axed days later after it was revealed that the operator used highly sexualised images of young women in social media promotions.
This revelation led to backlash from Canaries fans, with over 100 complaints sent to the club. The Norfolk-based club cancelled the deal and named local automobile firm Lotus as its front-of-shirt sponsor.