With betting advertising being banned by the Premier League from 2026 onwards, this deal has come as a massive shock to sections of the Villa faithful (although the fact the agreement is due to expire when the ban comes into place is telling). Norwich City already flirted with BK8 back in June 2021, with the East Anglian club dropping the sponsor only five days after the deal was announced to the public. BK8 had promoted their company with an overtly sexualised advertising campaign which was enough bad press for the Canaries to fly away from the deal.
The Aston Villa Supporters Trust (AVST) released a statement vocalising their concerns about the deal where they accused the club of seeking financial gain while ignoring the supporters’ concerns around the use of gambling sponsors.
AVST stated, “Though we acknowledge the commercial reality, we sadly feel the club has failed to listen to the legitimate concerns of fans about the role of gambling sponsorship in sport,” AVST said in a statement. “The BK8 agreement is a cynical last-minute attempt to scoop the financial gains ahead of the voluntary ban on front-of-shirt gambling sponsors.
“While we understand fans, players, and club staff alike want Villa to be as successful as possible, that should not come at the expense of exposing fans to the exploitative practices of gambling operators, especially during a cost-of-living crisis.”
The club have come out and defended their position in relation to the sponsorship deal. BK8 has committed to donating a percentage of the proceeds from the sales of Villa’s third kit to a Birmingham charity, a move the club has highlighted in defence of the arrangement. BK8 managing director released a statement to try and alleviate any concerns the Villa faithful may have, remarking, “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 programs across the region that engage with Villa supporters locally but also on a global scale.” There is a clear division here between the board and supports when it comes to BK8, but with Villa making some shrewd signings in the transfer market, there also may be a section of the fan base that is willing to look the other way. Gambling will always be a divisive societal issue regardless, so it comes as no surprise this has split opinion; time well till the deal pays off, and BK8 make good on their promises.
