Richard Keys has criticised Aston Villa’s reported sponsorship deal with Greek betting company Betano.
The Telegraph claim Villa have struck a £40milllon deal for the next two seasons, which will be the most lucrative front-of-shirt sponsor in the club’s history.
The Betano deal is set to run for two years until 2026 when the ban on gambling companies on shirt fronts comes into effect from the start of the 2026-2027 season.
And as Villa look to raise revenue to help with their Profitability & Sustainability Rules calculation, Keys has waded into the issue.
“I see that Villa have got themselves a new shirt sponsor for next season – the Greek betting brand Betano – as well as a new Adidas kit,” Keys wrote in his blog.
“Shirt sponsorship is an area that Villa haven’t done well in over recent years. The association with BK8 caused a real storm, just as it had at Norwich. Now they’ve got Betano on board. Of course, Villa aren’t alone in selling their shirt to a gambling company. At the last count I think nine PL clubs had.
“Yet they’ve all agreed a voluntary ban on gambling sponsors for 2026/27. Why? Why bother? It’s a smoke and mirrors exercise isn’t it in order to avoid legislation. Clearly none of them really cares about the damage gambling does to peoples lives. As ever – money talks – to the tune of £40m/year in Villa’s case.”
