Aston Villa complete Kaiyun deal and unveils new images for stadium revamp

August 29 – Ahead of a re-regulation of UK gambling sponsorship laws, Premier League Aston Villa have announced Asian online gaming brand Kaiyun as Official Principal Partner and Official Sleeve Partner.

In a negotiation with the Premier League over the new rules, the policy makers are expected to recommend regulation proposals that outlaw main shirt sponsorship by betting operators, but permit sleeve advertising.

Kaiyun, who are entering the European market for the first time, have their logo appear on the sleeves of the first-team playing kits this season. No value or term for the agreement was given.

Aston Villa chief commercial officer Nicola Ibbetson said: “We are delighted to be partnering with Kaiyun, a brand who share our challenger ambition. We look forward to working together, providing great experiences for fans.”

With Kaiyun that experience will be via an exclusive app that integrates sports and entertainment, “providing users with an immersive online and offline interactive service”, said the club.

Emphasising a more immersive and integrated marketing approach with the club, but a safe one, Kaiyun Sports Chief Marketing Officer said: “Kaiyun Sports look forward to working with Aston Villa to write a new story of football co-operation.

“We will work together to create a safe online and offline interaction for users – a one-stop sports and entertainment platform, providing fans around the world with a top sports experience.”

Villa Park’s new look

A new set of CGI images to illustrate their vision for the future of Villa Park have been released by the club as part of their official announcement that they will submit a planning application for the redevelopment and expansion of the stadium at the end of August 2022.

The plans will upgrade the stadium and surrounding areas as well as increase stadium capacity to more than 50,000.

The club ran a public pre-planning application consultation that ran throughout June and July, in which involved nearly 10,000 residents and businesses, stakeholders and fans.

Aston Villa CEO Christian Purslow said: “Following a successful consultation period, we are pleased to announce that we will be submitting our proposals for the redevelopment and expansion of Villa Park at the end of the month…

“These new CGI images showcase our spectacular vision for Villa Park which includes a brand-new commercial destination, Villa Live and high-quality public space for the community. We look forward to continuing to work with all partners to realise our future vision.”

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