Interesting Kit Sponsor Situation for Aston Villa in Champions League
- Sponsorship Change: Aston Villa wore two different sponsors in their away European matches against Club Brugge due to Belgium's gambling sponsorship regulations.
- Belgian Gambling Laws: Belgium's regulations, effective January 1st, 2025, ban front-of-shirt betting sponsors, leading to clubs creatively interpreting the rules.
- Background: Gambling advertising regulations in Belgium initially prohibited under-21 players from displaying betting sponsors before a total ban was instated in 2025.
Update: The reason why Aston Villa did not wear its betting sponsor in the second match away against Brugge is actually simple. Belgium's new gambling sponsorship regulations, which took effect January 1st, limit gambling logos to the back of shirts with a maximum size of 75cm² - front-of-shirt betting sponsors are no longer allowed. Thanks to everyone for making us aware - we apologize for our lack of knowledge.
In Belgium, the situation is further complicated by clubs attempting to circumvent front-of-shirt bans by modifying sponsor names (such as changing "Unibet" to "U Experts"), creating political divisions within Belgium's federal government between those advocating for stricter enforcement and those defending clubs' creative interpretations of the law.
In an unusual sight for football fans, Aston Villa has worn two different shirt sponsors during its away European campaign against Club Brugge this season, highlighting the complex regulatory landscape clubs must navigate in continental competitions.
UEFA and Belgium Gambling Regulations Force Aston Villa to Utilize Different Sponsors in European Fixtures
Villa sported their normal "Betano" gambling sponsor in the first match against the Belgian side while switching to "acorns" (a children's hospice charity) for the second fixture against the same opponent. Both matches took place in Belgium, which is having strict laws on betting sponsors in football.
Belgium's gambling advertising regulations prohibited under-21 players from displaying betting sponsors on their kits until 31 December 2024. Now, since 1 January 2025, betting sponsors have been totally banned from the front of the shirts.
