China’s OB Sports to sponsor Aston Villa

The Chinese online betting company OB Sports has signed a deal to become a sleeve sponsor of the English Premier League team for the 2021/2022 season.

UK.- The Asia-facing sportsbook OB Sports has clinched a deal to become a new principal partner and shirt sleeve sponsor for English football club Aston Villa for the 2021/2022 Premier League season.

The OB Sports logo will appear on the sleeve of Aston Villa’s new 2021/22 kits for the first team at all home and away fixtures. It replaces another gambling brand, LT.

Kai Webb, president of international business at OB Sports, said: “As a veteran of the Premier League, Aston Villa not only has a long club history and a huge fan base, but its ‘Never Give Up’ sporting spirit is in line with OB Sports’ corporate culture of ‘Striving for Excellence’.

“This will be one of the most exciting cross-industry cooperation in sports from the 2021/22 season, and will build on our existing high profile sponsorship portfolio to provide the fans and users with the best sports and entertainment experience by a close cooperation between the two well-known brands.”

Aston Villa described OB Sports as “one of the most trustworthy and reliable platforms in Asia” and said it had developed a platform that offered a “diversified” interactive entertainment experience for football fans.

Chief Commercial Officer, Nicola Ibbetson, said: “We are incredibly excited for OB Sports to be joining us as a Principal Partner from the 2021/22 season. This partnership will help to bring the Aston Villa brand closer to our international fans and we look forward to a season of exciting plans together.”

The deal comes amid increasing pressure for a ban on gambling sponsorship in British football.

The Betting and Gaming Council has fought back after calls were made for gambling ads to be banned during the current UEFA 2020 European Championship.

In April, Preston North End announced its support for a ban on gambling sponsorship in football.