Aston Villa IGNORE fan concerns to sign shirt sponsorship deal with controversial Asian betting firm BK8. two years after Norwich ditched them for sexually provocative adverts
Aston Villa will press ahead with a controversial sponsorship deal with gambling firm BK8 despite opposition from supporters. Norwich pulled the plug on a deal with BK8 in 2021 over sexually provocative adverts, while top-flight sides have agreed to remove betting firms from the front of their shirts by 2025 under Government pressure. Yet Villa have still entered the arrangement, which will run until 2026. Will Prochaska, a spokesperson for The Big Step campaign, part of the charity Gambling with Lives, said: ‘For Villa to promote gambling on the front of their shirts, following the Premier League’s acceptance that it harms fans, exemplifies the greed that dominates football, and shows why we need the government to step in to regulate gambling advertisements out of the game.
‘Fans, including children, should be able to watch games without being bombarded by gambling ads. To ignore all of that for a few extra pounds is not just tone deaf it’s irresponsible.’ When the details of the agreement were revealed in January, the Trust and the campaign released a joint statement calling on Villa to reconsider their position. It read: ‘Our club is not holding itself to a high enough standard, especially when it comes to the ethics of sponsorship arrangements.
Controversial Asian betting firm BK8 have taken over as Aston Villa’s front-of-shirt sponsor
Villa announced the sponsorship deal with the Asian gambling company on Thursday
You can hear us singing, from the stands of Villa Park. pic.twitter.com/2ezIMaCynZ — Aston Villa (@AVFCOfficial) June 22, 2023
Match of the Day host Gary Lineker questioned the deal but the Premier League ban on front-of-shirt betting companies doesn’t come into effect until 2026
The Aston Villa Supporters’ Trust expressed their concerns about the tie-up with BK8
Norwich cut ties with shirt sponsor BK8 after supporter uproar over sexual marketing
Norwich ended the deal after the company used provocative images to promote their services
‘Sexualising women to promote a gambling company and induce fans into betting is definitely not what Aston Villa Football Club is all about. ‘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. ‘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 mentioned in this statement and, without delay, re-evaluates its agreement with BK8.’ BK8 have pledged to make a contribution to a charity in Birmingham for every one of Villa’s third kits sold. They also say they are co-operating with anti-sexism campaign group Her Game Too on the importance of gender equality in football. BK8 managing director Michael Gatt said: ‘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.’ A Villa spokesperson said: ‘Through this partnership with BK8 we look forward to exciting collaborations together that will help to grow both brands, particularly within Southeast Asia.’
The Supporters’ Trust claimed former chief executive Christian Purslow said the club would no longer pursue betting firms to be sponsors
“The club worked swiftly with BK8 to remove the posts following the announcement of the new partnership.
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