Aston Villa face backlash from fans over their new shirt sponsor – who were previously ditched by Norwich City for ‘sexual adverts’.
BK8’s logo will appear on the front of the shirts up until the end of the 2025/26 season. Due to the controversial past of BK8, this deal has caused a stir among Villa fans.
BK8 used to be the shirt sponsor for Norwich City, but they cancelled the deal in 2021 because of the company’s promotional videos that showed models mimicking oral sex.
Anger was aimed at the club for failing to its research about the Asian company. Norwich finally cut ties with BK8 through mutual agreement and issued an apology to fans.
Aston Villa’s new principal and front of shirt gambling sponsor BK8 👇
Who @NorwichCityFC terminated in 2021 for sexually explicit social media posts after a fan backlash
BK8’s social media posts: https://t.co/H4Ojf0wFgT pic.twitter.com/0tj5tjzeo8
— JFC (@FairandOpen) June 22, 2023
The Canaries’ statement at the time read: “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 made an error of judgement. Our standards were not at the levels we demand of our football club.
“We can now only apologise to our supporters and former players, Grant Holt and Darren Eadie, who were across the BK8 promotional launch campaign, for any offence caused.”
News of the Villa’s link up with BK8 prompted the club’s Supporters’ Trust to issue a strong statement.
It read: “The Aston Villa Supporters’ Trust is highly disappointed with the Club’s announcement of a Principal Partnership with BK8 as its front-of-shirt sponsor for the next three seasons.
“In January, several Villa fan groups put together a joint statement expressing concerns over the reported discussions with BK8, highlighting the social and mental health harms caused by problem gambling, with over 400 gambling suicides annually in the UK and millions more harmed. We also expressed concerns about BK8’s misogynistic marketing practices and the reversal of the Club’s stance on not having a front-of-shirt gambling sponsor.
“At the time, we were given assurances over the Club’s due diligence process and advised that the misogynistic marketing practices were that of a BK8 affiliate. Though we acknowledge the commercial reality, we sadly feel that the Club has failed to listen to the legitimate concerns of fans about the role of gambling sponsorship in sports.
“Furthermore, as part of the agreement, BK8 will contribute a portion of the sales of the third shirt to a local charity. Whilst we welcome funding for good causes, it should not come at the expense of others. Similarly, whilst we understand fans, players and Club staff alike want Villa to be as successful as possible, that should not come at the expense of exposing fans to the exploitative practices of gambling operators, especially during a cost-of-living crisis.
“The BK8 agreement is a cynical last-minute attempt to scoop the financial gains ahead of the voluntary ban on front-of-shirt gambling sponsors taking effect from the 2026-27 season.
“The Trust sincerely hopes that the Club, under the leadership of newly appointed Global President of Business Operations – Chris Heck, will be guided by fan representation in future matters.”
AVST Statement: BK8 Sponsorship#AVFC pic.twitter.com/GVeyMG3bfm
— Villa Trust (@Villa_Trust) June 22, 2023
The move was also criticised by football finance expert Kieran Maguire, who tweeted: “Aston Villa sign sponsor deal with sleazy soft porn gambling site BK8.”
Match of the Day presenter Gary Lineker responded by tweeting: “Thought clubs were no longer going to have gambling sponsors on the shirts?”
It is controversial to have any betting company appear on the front of Premier League shirts. Villa has pushed ahead despite the fact that top flight teams have agreed to end it by 2025.
The change will actually begin at the start of the 2026/27 season.
A Premier League statement read: “Premier League clubs have today collectively agreed to withdraw gambling sponsorship from the front of clubs’ matchday shirts, becoming the first sports league in the UK to take such a measure voluntarily in order to reduce gambling advertising.
“The announcement follows an extensive consultation involving the League, its clubs and the Department for Culture, Media and Sport as part of the Government’s ongoing review of current gambling legislation.
“The Premier League is also working with other sports on the development of a new code for responsible gambling sponsorship.
“To assist clubs with their transition away from shirt-front gambling sponsorship, the collective agreement will begin at the end of the 2025/26 season.”
The Premier League will allow clubs to add new sponsors for their shirts up until the ban begins.
Sponsorship deals with gambling companies that are currently in place can continue for another three years.
The 2025-26 advertising campaign will not be the only place where gambling brands are featured. They can also appear on shirt sleeves, billboards and other places.
Here’s what fans had to say as Aston Villa face backlash over the new shirt sponsor once ditched by Norwich for ‘sexual adverts’…
@tompark_: This is so bad. The year we launch a sexy new badge and we plaster this toxic brand onto the shirt promoting a dangerous habit that’s soon to be banned. Feels like a real gaff, won’t be buying the new kit.
@BevDogg_NCFC: Give it 3 weeks and you’ll be announcing your cancelling the partnership, don’t worry lads.
@ryan_higgins: Give fans the sponsor less shirt option like Celtic do
@IAmChrisPrice: Disgraceful decision. Really sad I will not be able to buy my kids villa shirts for the next three years. It’s not too late to overturn this decision
@M1ntyTee: This needs to be reviewed. Gambling sponsorship is bad enough but this company stinks. There goes any shirt sales this season.
@SJFranksAllen: Just saved me a fortune as I won’t be buying any villa shirt with that sponsor on, 3 year deal was it? Hopefully shirt sales will be so poor that the deal will get terminated, absolute disgraceful decision from Villa to proceed with this sponsor. Not a good look at all Villa.
@in2thesurf: Terrible partnering. So sick and tired of promoting gambling. Hoped Villa would be better than this.
@TweetBlakemore: If you want to sell shirts you should give us fans the option to buy them without a gambling company on the front
@FuertePhil: Well that’s gone down like a sack of shit. Great work @AVFCOfficial, we’re now sponsored by a gambling firm that sexualises barely legal teenage girls. Norwich dumped them for that EXACT reason, plus their dodgy financial set up. Who the fuck signed this off?
@jeremybwilliams: An absolutely disgraceful decision. Utterly ashamed that my club could do this. Socially irresponsible, and an insult to the Villa Women’s team.
@tomstlh: So embarrassing. The fans literally voted against a betting sponsor and yet still we get this. Hope this ends up like it did for Norwich a couple of years ago
@Localboy99: I can’t believe I’m going to say this to my beloved club, but shame on you @AVFCOfficial. You should show a greater sense of responsibility than this.
@JamesTilsley: Last betting company ever thankfully since it’s banned in 2025
@AVFCMidge: Absolutely hate this, this isn’t what our club should be promoting. Now give us the kit reveal so I can stop hating.
@Avfc85Jonno: Shocking sponsorship deal!! Club should be ashamed
@MattH1874: Hopefully the sponsor comes off the shirt in a couple of washes.
@andrew_raeburn: Tone deaf decision, ignoring fans and partnering with a disgusting company. We can do better.
@SamCanty88: Roll on the betting sponsor ban!
— Football Social Daily (@FSDPod) June 22, 2023
Good job lads pic.twitter.com/xcdDPS2tnw
— CPFC HQ (@CPFCHQ) June 22, 2023
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