Aston Villa, a team in the English Premier League, sought to calm supporters’ worries by stating they had comprehensively investigated BK8, an Asian gaming firm, prior to signing a sponsorship agreement. This followed significant criticism from fans who opposed the original deal for BK8 to become the next jersey sponsor. Organizations dedicated to combating gambling dependency also encouraged Villa to reconsider, arguing the club should maintain “superior moral principles.” Despite the dispute, the agreement will likely proceed. BK8 formerly sponsored Norwich City, another Premier League club, but that collaboration ceased after disapproval regarding BK8’s exploitation of women in their marketing. A supporter advisory panel disclosed that Aston Villa’s CEO, Christian Purslow, convened with them to discuss apprehensions. He clarified that while some fans desire the club to distance itself from gaming sponsors, the fiscal truth for teams outside the top six is that these sponsorships generate twice the income. This justification, however, lacks credibility for many supporters and anti-gambling organizations, as Purslow had previously declared that the club would no longer accept sponsorships from wagering businesses.
In the summer of 2022, the top tier of English football, the Premier League, revealed their intention to prohibit betting company advertisements from being displayed on the front of club shirts. However, a recent article in The Times suggests the league has become more lenient on the proposed prohibition after facing resistance from the British government.