Aston Villa are reportedly set to announce a major new front-of-shirt sponsorship deal worth £40m with Greek online sports betting company Betano.
It’s a crucial time for the club as we continue to impress and make progress on the pitch under Unai Emery, as we must continue to grow our commercial value and revenues to compete at the top level and remain within the parameters of PSR.
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President of Business Operations, Chris Heck, along with owners Nassef Sawiris and Wes Edens will have been working tirelessly in their attempt to achieve their off-field objectives to make us a stronger financial outfit, and there is more promising news set to be confirmed.
According to The Telegraph, Villa have secured an agreement with Betano for the Greek betting platform to become our shirt front sponsors, with the deal said to be worth £20m per annum for the next two years, starting next season, and it is said to be our biggest sponsorship deal in the club’s history.
Further, it’s reported that this new deal is worth more than twice the current agreement with BK8, and that the switch will coincide with the previously reported agreement with Adidas which will also start next season, with Heck involved in both sets of negotiations.
In turn, there will undoubtedly not only be a lot of excitement over the look of the shirt for next year, but it’s hoped that these improved commercial deals will be financially rewarding and play a key role in our push to balance the books as it’s ultimately needed to continue to build and become a club capable of competing at the top level consistently.
Further, Villa are set to unveil a new crest in the coming months, and so there is much to look forward to as both Castore and BK8 will be replaced, and we’ll hopefully continue to go from strength to strength on and off the pitch.
There is of course so much to play for this season still with our Premier League top-four aspirations and the Europa Conference League quarter-finals to come, and so it’s hoped that our new sponsors will be on display in the Champions League next season after we finish the year strong and achieve our objectives.
It’s a timely boost from a financial perspective too after Villa’s End of Year accounts earlier this month confirmed a £119.6m loss for the financial year, and so in order to remain complaint with PSR and compete with the established clubs at the top of the standings, driving up revenue and maximising our commercial value will be crucial in sustaining our competitiveness on the pitch.
That not only helps us improve infrastructure and the standing of the club from a business perspective, but it’s hoped it will be influential in allowing us to keep our best players and to continue to strengthen Emery’s squad, rather than losing top talent to make up for losses.
