Aston Villa to feature charity logo on shirts for Europa Conference League with Ajax… after Dutch advertising regulations force sponsorship change

Aston Villa have announced children’s hospice Acorns will replace their main shirt sponsor for their Europa Conference League match with Ajax.

Acorns has been a long-term partner of Aston Villa and featured on their shirts between 2008 and 2010.

The children’s hospice will return to Aston Villa shirts for Thursday’s match in Amsterdam.

According to The Express and Star, the club’s main shirt sponsor gambling firm BK8 cannot be featured on their shirts for the match due to Dutch advertising regulations.

The Netherlands introduced major changes to gambling advertising rules in 2022.

Aston Villa have announced Acorns logo will feature on shirts against Ajax on Thursday

The children’s hospice’s logo had previously been on the club’s shirts between 2008 and 2010

Aston Villa’s main shirt sponsor BK8 could not be displayed due to Dutch advertising rules

The rules included banning gambling adverts and preventing gambling related kit and team sponsorships.

Aston Villa had previously displayed the club’s foundation on their shirts for a Europa Conference League group match with AZ Alkmaar in October.

‘Aston Villa and Acorns have a relationship that is world-renowned, which was brought to global attention some 16 years ago when the hospice’s name appeared on the front of those famous claret and blue shirts for the first time,’ said Chris Heck, President of Business Operations at Aston Villa.

‘We are delighted to be able to continue to work together for such a noble and important cause and we hope this exposure to such a large audience will be hugely beneficial to Acorns.

‘On our previous visit to the Netherlands earlier in this competition, we were proud to wear the Aston Villa’s Foundation’s branding on the front of our shirts and we are extremely pleased that we’ll be able to carry Acorns’ message in a similar way.’

The Aston Villa Foundation was displayed on shirts on their last trip to the Netherlands

Aston Villa said the relationship continues their relationship with Acorns, with first team players and management making visits to the children’s hospice during the build-up to Christmas and Easter to distribute gifts.

Premier League clubs last year agreed ban gambling sponsors from the front of their shirts on matchdays.

The decision was made in order to reduce the exposure of gambling advertising, though shirts will still be allowed to feature sponsorships on sleeves. 

The ban is set to come into force from the start of the 2025-26 season.