Aston Villa and the Gambling Sponsor Ban
The Premier League will phase out gambling companies appearing as front-of-shirt sponsors from next season, one of the most significant commercial changes football has faced in years. For clubs like Aston Villa, the challenge is not ideological but practical.
Front-of-shirt sponsorship is the most valuable commercial asset outside broadcasting. According to Deloitte benchmarks, Premier League shirt deals now range from roughly £10 million per season at the lower end to well over £60 million at the elite end. Gambling brands currently account for around 40 percent of Premier League shirt sponsors. Removing that category compresses demand overnight.
Outside the top four or five Premier League teams, betting companies’ sponsorship offerings to the clubs in the league have tended to dwarf the other alternatives available to them. In terms of the morale debate over gambling, Villa had considered their switch to the online car rental company Cazoo back in 2020/21 as a permanent move away from consecutive betting front-of-shirt sponsors, but when it came to choosing their next sponsor, of the available offers on the table, the controversial BK8 deal was worth as much as double as both the previous agreement with Cazoo and the best non-betting brand offers they had received.
The BK8 deal was subsequently terminated after a year, to take up an improved deal with Betano (allegedly £20m-a-season), with the club swiftly capitalising on the progress on the pitch under Unai Emery. These two deals were essentially ‘last chance saloon’ deals before the new legislation kicked in.
Removing an entire category from contention forces clubs to rethink not just who they partner with, but how they sell value in the first place.
Why Villa’s Timing Matters
Villa are in a stronger position than most. Their current front-of-shirt deal with Betano runs until the end of the current campaign, aligning neatly with the introduction of the ban. This gives the club something others lack: time.
Rather than scrambling to replace a contract mid-cycle, Villa can approach the market methodically. That allows them to test the appetite from other sectors, build tailored proposals, and avoid the risk of underselling the asset once dozens of clubs are chasing the same pool of sponsors simultaneously. Villa’s rise to a potential serial Champions League qualifying team massively lifts their profile to potential suitors too.
The timing has actually fitted Villa’s recent development both on and off the pitch. The club has slowly been reshaping the marketing narrative of the club, leaning into the club’s standing in terms of the historical fabricate of English football. Think something similar to ‘The Old Lady’ status of Juventus in Italy. While acknowledging they are not quite top six commercially just yet, they were intent of separating themselves from the rest of the Premier League clubs to create more premium value in their profile.
Where Betano Fits Into Villa’s Future
The ban does not end gambling partnerships entirely; it simply removes them from the most prominent position. That distinction matters, whether via Betano casino or the sportsbook, it can still play a role through sleeve sponsorship, training wear, LED perimeter advertising, digital campaigns, international-facing content and region-specific activations.
For Villa, this opens up a layered commercial model: a non-gambling brand on the front of player shirts for mass visibility, supported by secondary partnerships that deliver measurable engagement and targeted reach. In many ways, this is a more modern approach.
Reframing the Main Sponsor Proposition
Selling the front of shirt space without money from gambling companies will require a mindset shift. The next lead partner is unlikely to pay simply for exposure. Instead, they will expect integration across club media, data access, co-created content, and year-round storytelling.
Villa’s growing international audience, European profile, and alignment with elite competition make them attractive to technology firms, consumer brands, automotive manufacturers, and sustainability-focused companies looking to associate with ambition. The shirt becomes the gateway, not the entire deal.
Strategic Moves Villa Should Be Making Now
First, differentiation is key. Villa should avoid generic sponsorship packages and instead build category-specific proposals that solve commercial problems for partners. Authentic brand activations with the Villa fanbase could be key too, rather than the unimaginative token gesture direction of most. Second, timing matters. Going to market early reduces competition and strengthens negotiating power. Third, digital value must be central. Sponsors increasingly want performance data, not just broadcast impressions.
Crucially, Villa can also leverage their women’s team, academy pathways, and community programmes to create broader brand narratives that extend beyond the men’s first team.
Follow and Listen to the MOMS podcast show on Spotify
Turning Regulation Into Opportunity
Handled properly, the ban does not weaken Villa’s commercial position. It sharpens it. By transitioning away from reliance on gambling logos at the right moment, the club can present itself as forward-thinking, responsible, and commercially sophisticated.
It also allows Villa to future-proof their commercial strategy against further regulatory tightening, ensuring the club is not repeatedly forced into reactive decisions as public scrutiny around football sponsorship and social responsibility intensifies.
Defining the Future
The front-of-shirt gambling ban is inevitable, but for Aston Villa, it does not need to be disruptive. With favourable contract timing, strong brand momentum, and a clear strategy, the club is well placed to replace Betano without diluting value. The clubs that plan early will not just survive this change, they can define the next era of Premier League sponsorship.
It’s certainly be interesting to see what’s on Villa’s shirt next season.
UTV
Follow MOMS on Twitter/X & Facebook & Threads & Bluesky & Spotify