Aston Villa F.C. has inked a three-year sponsorship agreement with a controversial gambling company that was dropped as a partner by Norwich City F.C. over some gambling adverts that have been found sexually provocative.
As a result of the deal, logos for the online casino operator BK8 seem likely to appear on Aston Villa’s club kits, despite the ongoing considerations and discussions in the English Premier League (EPL) in terms of the adoption of a voluntary betting ban on football shirt fronts.
Aston Villa F.C. has not provided detailed information on the sponsorship agreement, but it has been among the EPL clubs that were known to be looking for a new front-of-shirt sponsor from the following season. The online car retailer Cazoo has revealed that its ongoing deal as lead sponsor of the club is set to come to an end at the end of the 2022/2023 season. However, nothing is confirmed yet, because another source familiar with the situation shared there was a possibility that the brand could be featured on Aston Villa’s shirt sleeves.
For the time being, Aston Villa F.C. refused to comment on the matter. Some anti-gambling campaigners have shared their concern that the club could take any sort of partnership with BK8 into consideration.
BK8 Rejected by Norwich F.C. Due to Sexually Provocative Content Marketing on YouTube
As mentioned above, the Asian online casino operator had already been dropped by the Championship football club Norwich City F.C. In the summer of 2021, Norwich City had to end its sponsorship agreement with BK8 following enraged reports of football fans and local residents claiming that the Asian betting firm’s YouTube marketing featured sexually provocative content.
According to reports, one Instagram account that allegedly belonged to an ambassador of the gambling brand claimed that the company also had direct links to hardcore pornography.
At the time when it ended its shirt deal with BK8, Norwich City F.C. explained that the YouTube marketing materials used by the company did not align with the club’s values and wider vision. The online gambling brand also apologised to consumers and removed some of the controversial content. Since then it has tried to clean up its reputation and remarket itself. It has recently announced a number of smaller partnership agreements with other English football clubs, including Crystal Palace F.C., Huddersfield A.F.K, and Burnley F.C.
The sponsorship agreement with Aston Villa F.C. is undoubtedly the largest contract inked by the Asian online gambling operator so far, and the deal is already facing harsh criticism from anti-gambling campaigners in the UK.
The contract has been unveiled amid the anticipation for the UK Government to finally publish its White Paper on its much-awaited gambling reform, which is expected to happen in February.
- Author
Olivia Cole
