Villa fans’ fury over deal with ‘misogynistic’ firm
Potential sponsorship link-up with controversial gambling site
ASTON Villa Supporters’ Trust has condemned the club’s rumoured sponsorship deal with gambling firm BK8.
Reports have linked Villa with a new three-year sponsorship deal with the Malaysian-based firm.
Villa have had gambling companies on the front of their shirts in recent seasons – Unibet from 201719 and W88 following promotion in 2019.
But BK8 was axed by Norwich City in the summer of 2021 over sexually provocative adverts.
The brand apologised and has since attempted to re-market itself, announcing partnerships with Crystal Palace, Burnley and Huddersfield.
The suggestion of a deal with BK8 has not been received well by the supporters’ trust, which has called on the club to re-evaluate any decision.
Villa have declined to comment. The supporters’ trust has issued a statement.
It said: “Following a report in the Daily Telegraph on January 10, Aston Villa Supporters’ Trust, in conjunction with Aston Villa Fans Consultation Group (FCG) and supported by Gambling with Lives charity and The Big Step campaign, is extremely disappointed to learn of Aston Villa’s alleged Principal Partnership Agreement with gambling firm BK8.
“The trust actively raised the issue of problematic sponsorship arrangements, including gambling, at the last Annual General Meeting in September and were told that unless financial circumstances dramatically changed, there would be no gambling front-of-shirt sponsor in the short term.
“While we appreciate that gambling firms typically pay above the average rate for Premier League shirt sponsorships, considering the club’s promises we feel Aston Villa is not holding itself to a high enough standard, especially when it comes to the ethics of sponsorship arrangements.
‘‘It also seems there is an element of opportunism in taking advantage of the serially delayed Government white paper on gambling reform within football – notably the outlawing of gambling shirt sponsors.
“It would appear fans have potentially been misled, given BK8’s highly publicised past misogynistic marketing practices.
“The message this arrangement sends to fans about our club’s commitment to diversity, equality and inclusion, and indeed to the Aston Villa Women’s team and all other females at the club, is unacceptable.
‘‘Sexualising women to promote a gambling company and induce fans into betting is definitely not what Aston Villa Football Club is all about.’’
The statement added: “Younger fans will also be unfairly penalised by this move. They will endure three seasons of exposure to harmful marketing, all the while unable to look like their Villa heroes in the same shirts they wear on the pitch.
“While the club has acknowledged supporter concerns to the potential sponsor we have not received any explanation or clarification of the deal.
‘‘We remind them of their duty to protect fans from the harms of gambling and to not bring its name or reputation into disrepute.
‘‘With over 400 gambling-related suicides each year and millions more being harmed, promoting yet more online casinos to supporters, letalone during a cost-of-living crisis, is extremely irresponsible.
“The trust actively works with charities like Gambling with Lives, the FCG, and other official supporters’ trusts to ensure fans are informed and supported about the dangers of gambling addiction and will continue to do so. Sadly, this incident is not the first occasion upon which the club has entered into a controversial sponsorship arrangement. It is unlikely to be the last unless the club urgently acknowledges the issues and, without delay, re-evaluates its agreement with BK8.”
Current sponsor Cazoo has confirmed that its partnership with Villa is coming to an end.
“The Cazoo sponsorship of Aston Villa Football Club was for three years and expires at the end of the current 2022/23 season,” a spokesman said. “It has been a very strong and successful partnership for both parties and we are proud to have supported the club and raised over £120,000 for the Aston Villa Foundation during this time.”