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Villa pair up with charity for shirt logo

03/06/2008

Premier League side Aston Villa have announced a "shirt partnership" with the Acorns Children's Hospice for the 2008/09 season.

Similar to the existing deal between Spanish side Barcelona and the United Nations' charitable organisation for children, Unicef, the partnership will see Acorns Children's Hospice appearing in place of a regular shirt sponsor's name.

At the end of last season, Villa's contract with betting company 32Red expired.

But rather than negotiate what would have been another multi-million deal for sponsorship rights, the club have instead chosen to go down the charitable route in order to increase awareness of the hospice.

"It is through these very personal connections that our relationship has evolved to the point where we approached Acorns about becoming a partner and appearing on our match-day shirt," a statement from the club said.

"As is the case with all clubs in the Premiership and beyond, Aston Villa is in pursuit of lucrative commercial sponsors.

"Conscious of ticket prices and fan expectation we are constantly benchmarking ourselves both regionally and nationally.

"What's more, we are aware that new stadia are driving-up expectations for match-day hospitality and again we are striving to react with one eye on tradition and the other on progress.

"But Aston Villa's history and heritage remain fundamental values that cannot be ignored and all these factors shaped our internal expectations regarding the sponsorship value of our shirt and the esteem in which we hold and cherish whatever symbol or message appears on it.

"We regard this partnership as more important and more valuable than any commercial opportunity presented to us."

The club admitted that agreeing the new deal with a not-for-profit organisation was "to some extent… an experiment", adding: "The goal, of course, is to provide significant value and assistance to further the efforts and good work of Acorns.

"It is already an involvement with which we, as an organisation, feel increasingly positive.

"It is our hope that we are able to introduce this partnership to new and existing business relationships which will generate economic value to support the club's competitive ambitions and, at the same time, giving a truly wonderful organisation a significant platform from which to touch more people."