Aston Villa and Betano recently signed an “amazing” £40 million deal, giving Villa the most valuable jersey sponsorship arrangement outside of the “Big Six.”
That information comes from financial specialist Kieran Maguire, who exclusively revealed to Football Insider that Villa has surpassed Everton’s previous record.
The most lucrative front-of-shirt sponsorship agreement in Villa’s history has been reached between the club and online betting platform Betano, for a sum of £40 million.
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According to Football Insider, Villa hopes to avoid having to sell a number of their key players thanks to their new £40 million pact and their £12 million arrangement with Adidas.
Aston Villa set new milestone as £40m deal smashes record
The £20 million per year Betano arrangement will last for two seasons before betting sponsorships in the Premier League are outlawed in 2026.
According to Maguire, Villa’s sponsorship relationship has surpassed Everton’s £12 million annual partnership with Stake to become the most valuable one outside of the top six.
“It’s an amazing deal by non-Big Six standards,” Maguire told Football Insider’s Sean Fisher.
“It has certainly set a new benchmark because the previous biggest was Everton’s deal with Stake.
“We’ve not seen many deals of this type be worth more than sort of £10-£12million a year.
“So it is a step forwards.
“I would imagine that the £40million agreement also contains clauses in terms of qualifying for European competition which Villa are in a pretty strong position to do.“