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Daily Mirror
Daily Mirror
Sport
Tom Victor

Aston Villa announce new Premier League shirt sponsor axed by rival club

Villa Aston Villa EPL Norwich Cazoo

Aston Villa have announced a partnership with sportsbook BK8, two years after a fan revolt saw Norwich City pull the plug on a similar deal.

Norwich agreed a deal with the brand ahead of the 2021-22 season, which ended with the Canaries relegated from the Premier League. However, following fan protests over "sexually provocative" promotional material, the deal was cancelled just days after being announced.

There were also videos on the company's YouTube channel of women carrying out activities with a clear sexual innuendo on shows hosted by male presenters.

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