Confirmed: Controversial Betting Company BK8 Joins Aston Villa as Main Sponsor
Jun 22, 2023, by Chris
Update: Aston Villa have agreed a multi-year partnership with BK8, which sees the brand join as the new Principal and Front of Shirt Partner.
This comes as a shock for two reasons. Firstly, the Premier League banned all front-shirt betting sponsors from 2026, in the hope to decrease gambling problems and addiction related to football.
Secondly, this company in specific, BK8, in June 2021, signed a shirt sponsorship deal with Norwich City. However, Norwich had to drop the £5 million one-year deal just five days after announcing it - BK8 promoted their company with sexualized and suggestive content.
The organization, which has signed a three-year deal with the club, will have branding featured on the front of Villa’s three shirts until the end of the 2025/26 season and has committed to giving back to charity with this latest announcement, in a move to change its perception to the overall football market.
An Aston Villa spokesperson said: “Through this partnership with BK8 we look forward to exciting collaborations together that will help to grow both brands, particularly within Southeast Asia.”
Original Article (January 2023): English Premier League club Aston Villa have reportedly agreed on a main sponsorship deal with controversial betting company BK8, replacing Cazoo.
After three years, Aston Villa's main sponsorship deal with Cazoo is coming to an end in 2023 and won't be extended. This was announced by Cazoo earlier this week.
“It has been a very strong and successful partnership for both parties and we are proud to have supported the club and raised over £120,000 for the Aston Villa Foundation during this time,” said a Cazoo spokesperson.
Aston Villa to Sign 3-Year Main Sponsorship Deal With BK8
Aston Villa have agreed on a three-year main sponsorship deal with BK8, according to The Telegraph. Quickly after it became known that BK8 would become the team's new main sponsor, the backlash began, and rightfully so.
In June 2021, Norwich City signed a shirt sponsorship deal with BK8. However, Norwich had to drop the £5 million one-year deal just five days after announcing it - BK8 promoted their company with ‘sexy baccarat’ and suggestive images of hot dog swallowing contests.
Norwich canceled the deal after just 5 days last summer
Aston Villa did not comment on the rumors and their probable main sponsor deal with BK8.
BK8 also signed less important deals with English clubs Crystal Palace, Burnley, and Huddersfield in 2022.
Are you surprised that Aston Villa could sign with BK8 after the controversy with Norwich last year? Comment below.
Holstein Kiel 26-27 Special Kit Released - 80th Anniversary of the Federal State of Schleswig-Holstein
Holstein Kiel and Puma have officially released a new special kit for the 26-27 season, honoring the 80th anniversary of the federal state of Schleswig-Holstein. The bespoke shirt pays homage to the state's colors and maritime identity positioned between the North and Baltic Seas.
The Puma Holstein Kiel 26-27 special shirt features a dynamic diagonal design incorporating the state's blue, white, and red colors. A central white diagonal band is flanked by blue on the right shoulder and chest and red on the lower left flank, seamlessly blended through a pixelated sea spray gradient. Blue sleeves, red Puma logos, and a dual-colored V-neck collar complete the look, while the upper back is adorned with the official Schleswig-Holstein coat of arms placed above bold red Holstein Kiel text.
Produced with Puma's RE:FIBRE recycled fabric technology, the jersey features long-standing partner famila across the chest. The Holstein Kiel 26-27 special kit is available immediately through the club's official online store, retailing at €85.
SD Logroñés 26-27 Home, Away & Third Kits Released
Spanish Segunda Federación side SD Logroñés has officially unveiled its new kit collection for the 26-27 season, made by Japanese brand Mizuno. After wearing provisional shirts during the early stages of pre-season, the club has presented the definitive designs deeply rooted in local heritage and pride under the motto of celebrating their city and history.
The SD Logroñés 26-27 home jersey features the club's traditional red and white vertical stripes, outlined with black borders and highlighted by an illustration of Logroño's architectural skyline and iconic stone bridge across the chest. The away kit introduces a dark navy blue base enriched with vertical bands containing tonal grapevine patterns, paying homage to the winemaking tradition of La Rioja, complemented by red and white trim on the collar and cuffs.
Completing the collection, Mizuno and SD Logroñés have also revealed matching alternate designs in sky blue and vibrant yellow, both featuring the distinctive city skyline motif, alongside a fresh duo of goalkeeper jerseys prepared for the new campaign.
Newcastle United Announce SumUp Training Kit Sponsor Deal
Newcastle United has officially announced a new multi-year partnership with fintech firm SumUp, designating the British company as the club's Official Training Kit Partner. The deal sees SumUp become one of the Magpies' Primary Partners as well as the Presenting Partner of the Newcastle United Business Club.
As part of the agreement, the SumUp logo is featured across the front of Newcastle's Adidas training and pre-match warm-up apparel. The branding will be worn across all squads, including the men's first team, the women's team, and the academy setups. Reports estimate the value of the sponsorship at around £5 million per season.
Beyond the kit exposure, the collaboration will introduce a co-branded SumUp card designed to offer supporters exclusive rewards at official club stores and participating local businesses throughout the North East.
Red Star FC 26-27 Home Kit Released
French Ligue 2 side Red Star FC and Kappa have officially unveiled their new home kit for the 2026-27 season. Following the earlier launch of the street-art-inspired away shirt, the new home strip continues the club's tradition of bold, culturally rooted lifestyle-forward designs.
The Kappa Red Star FC 2026-27 home jersey combines the club's traditional green and white colors in a vertical block layout, highlighted by a wide green central band and green sleeve sections. Just like the away shirt created in collaboration with artist Lorem, the green panels are covered with an intricate doodle graphic pattern referencing elements from the club's storied history and Saint-Ouen culture. The shirt is rounded off with a classic green polo-style collar with a subtle V-neck cutout and the sponsor TRUST IT placed across the chest.
Green shorts and white socks complete the full look of the new Red Star FC 26-27 home strip by Kappa.
Manfredonia Calcio 1932 26-27 Home Kit Released
Italian Serie D side Manfredonia Calcio 1932 has unveiled its new home kit for the 26-27 season, produced by Italian kit supplier Givova.
The Givova Manfredonia Calcio 1932 26-27 home shirt features the club's traditional vertical stripes in sky blue and white. The light blue stripes include subtle tonal gradients for added depth, complemented by a simple round collar, white sleeves with repeated Givova logos across the shoulders, and the Vitulano Drugstore sponsor across the front.
White shorts and socks are set to complete the new Givova Manfredonia Calcio 1932 2026-27 home kit.
Club Africain 26-27 Home Kit Released
Tunisian powerhouse Club Africain has officially unveiled its new home kit for the 2026-27 season. The launch marks the beginning of the club's new technical partnership with Spanish sportswear brand Kelme.
The Kelme Club Africain 26-27 home jersey stays true to the club's historic identity, featuring the iconic red and white horizontal hoops. For the new campaign, the hoops incorporate a modern distressed, brush-stroke effect across the front and back. The shirt is complemented by a white V-collar with subtle red trim and matching sleeve cuffs, while the Kelme paw logo and Ooredoo sponsor sit seamlessly within the design.
White shorts and socks complete the new Club Africain 2026-27 home strip. The jersey retails for 159 TND and is available through the club's official Boutique Lefri9i stores.
Lovely: RC Strasbourg 26-27 Third Kit Features Bespoke Patterned Sponsors
RC Strasbourg and adidas have added an exceptional custom touch to the French side's 26-27 third shirt. Released as part of the club's 120th anniversary celebrations with a retro black-and-deep-blue striped look inspired by the 1946-47 season, the jersey features a subtle repeating pattern of Strasbourg's vintage diamond RCS crest embedded directly within the black infill of both the main Winamax chest sponsor and the secondary és logo.
Hummel US Granville 26-27 Home & Away Kits Released - No More Puma
French club US Granville has officially revealed its new home and away kits for the 2026-27 campaign, marking the start of a new partnership with Hummel. The Danish brand takes over from Puma as the official technical supplier for the side.
The Hummel US Granville 26-27 home shirt is predominantly white, featuring an eye-catching graphic pattern of wavy blue vertical pinstripes running across the front body. Royal blue accents appear on the crew neck collar, side panels, and sleeve cuffs, complemented by Hummel's trademark chevrons on the shoulders and a centrally placed club crest.
Sharing the same visual template, the US Granville 2026-27 away jersey reverses the color scheme with a royal blue base and light blue wave line graphics. The away shirt is completed with clean white Hummel chevrons and monochrome sponsor detailing across the chest.
