BK8 strikes front-of-shirt sponsorship with Aston Villa

Premier League outfit Aston Villa will be sponsored by BK8 from next season after the pair penned a three-year deal.

The operator will replace online car retailer Cazoo as Villa’s front-of-shirt sponsor and will also serve as the club’s principal partner.

All three kits for the 2023-24 season will feature BK8 on the front and for every third shirt sold, the firm will make a financial contribution to a local Birmingham charity.

Commenting on the deal, BK8 EMEA MD Michael Gatt said: “We are really delighted to be able to announce our support for local charities as part of our exciting new partnership with Aston Villa.

“Being able to give something back to the supporters for their dedication is a hugely significant part of the reason we want to be involved with a prestigious institution, which is what Aston Villa Football Club are.

“As a brand working in football for the last few years, we have committed to working closely with our partners’ local community initiatives and ensure we continue our commitment to delivering on our ambitions in this area.

“Over the next three years of this deal we will work tirelessly to make an impact in this area with a number of programmes across the region that engage with Villa supporters locally but also on a global scale.”

The Asia-facing company has a controversial history with football sponsors, having been dropped by Norwich City after three days back in 2021 when images emerged of highly sexualised young women promoting products on Instagram and other social media sites.

Front-of-shirt gambling sponsorship will be phased out by the conclusion of the 2025-26 season after Premier League clubs voluntarily agreed to the proposal in April.

However, gambling firms will still be able to feature on shirt sleeves and in-stadia advertising.