Aston Villa announce controversial shirt sponsor that English football club ditched after fan revolt

BK8’s previous foray into English football proved tumultuous, as the online casino’s 2021 sponsorship of Norwich City was terminated within a week.

Having signed a one-year deal worth £5million, Norwich City were pressured to backtrack on the agreement after its fanbase found BK8 using sexualised images of women in social media promotions.

These included YouTube videos of women simulating sexual acts as well as an apparent influencer marketing campaign involving BK8 stickers replacing underwear.

The steady unearthing of the content, which would be banned by the UK Advertising Agency, led to Norwich City fans lobbying the club under the banner of #hergametoo.

The football club cancelled the contract with immediate effect: “Whilst we anticipated some negative responses to the announcement of the partnership with a betting company, the club understands the reaction to BK8, their affiliates and other similar brands’ ways of marketing, the values of which do not align with those of the football club.

“On this occasion, we got it wrong. For that, and any offence caused, the club apologises.”

However, a new look BK8 has been chosen to adorn the Villa’s shirt until 2025/26, when the ban on gambling shirt sponsors comes into force.

The gambling firm claims to have cleaned up its image, having spent two years working with charities, programmes involving mental health awareness and sponsoring the Huddersfield Town women’s team.

BK8 have pledged to make a contribution to a local charity in Birmingham for every adult third shirt sold.

BK8 EMEA Managing Director 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.”

An Aston 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 deal also includes various advertising opportunities including advertising assets at Villa Park, which will be given to charity organisations to display promotional messages throughout the season.

In January, Aston Villa Supporters’ Trust AVST responded to rumours of an agreement with BK8 by saying they were 'extremely disappointed' and called for the club to 're-evaluate' their agreement with Asian company BK8.