Aston Villa’s Record-Breaking Deal: Kieran Maguire Hails ‘Amazing’ £40m Agreement That Outshines Rivals.

Aston Villa now have the most lucrative shirt sponsorship deal outside the “Big Six” after striking an “amazing” £40million deal with Betano.

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.

Football Insider reported that Villa hopes to avoid having to sell many key players thanks to their new £40 million deal and their £12 million arrangement with Adidas.

Aston Villa set new benchmark 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.“