New Sponsorship Deal
Premier League giants Aston Villa have secured the biggest sponsorship in the club’s history by signing a two-year deal with Greek betting provider Betano. The deal is set to run until the end of the 25/26 season, which is when the division’s new rules on gambling sponsorship come into full effect.
An Ambitious Move
The new sponsorship comes at a time of significant growth for the Midlands-based club. It was reported earlier in the year that they would be signing a new deal with Adidas for next season’s kit, and this latest move is another sign of the club’s commercial ambitions.
This ambition off the pitch is also being matched on the pitch, with the team currently battling for a spot in next year’s UEFA Champions League. This would be the first time the club had reached the tournament since the 1982/83 season when they were knocked out in the quarter-finals. The year before, the club had won the competition.
Villa are also chasing European glory this season, with Unai Emery’s men set to face Lille in the quarter-finals of the Europa Conference League. They are the bookies’ favourites to win the tournament.
Balancing The Books
The new deal is worth £20 per season for the club and will help them comply with the Premier League’s PSR limits. These allow a club to lose a maximum of £105m over the course of three seasons.
The club recently announced losses of £119.6 million for the financial year ending in 2023. However, not all of these will be factored into the overall PSR calculation. The club is confident it will remain compliant, and huge deals like the ones signed with Betano and Adidas are a promising way to guarantee revenue for the club.
