Aston Villa launch 2023/24 home kit

The round crest paying homage to the club’s 1982 European Cup triumph was selected by supporters last year following a six-month consultation.

But its use will be restricted to clothing for now, with Villa continuing to utilise their existing shield-shaped design elsewhere as they judge reaction to the new design.

A club statement, coinciding with the release of the new home shirt, explained: “The club will continue to use the existing shield design around Villa Park and on our digital channels, as well as in other areas.

“Aston Villa will monitor local, national and global reaction along with feedback to the use of both the crest and kit moniker as the 2023/24 campaign progresses.

“With our landmark 150th anniversary on the horizon next season, the club will further engage with supporters on the future identity of Aston Villa and how it should look for the next 150 years and beyond.”

The round badge was chosen last November following a poll of more than 21,000 supporters, the club’s highest-ever fan participation vote.

Yet the design has effectively now been placed on trial, with new president of business operations Chris Heck determined the club has branding which can provide the biggest impact on a global scale.

Villa have also finally confirmed their three-year sponsorship deal with gambling firm BK8, with the company’s logo appearing on the front of home and away shirts next season. Financial services firm Trade Nation are the club’s new shirt sleeve sponsor.

The BK8 deal has been the source of some controversy, with fan groups including the Villa Supporters’ Trust having urged the club to cancel it when details first emerged in January. Premier League clubs have since agreed to a voluntary ban on gambling firm sponsorship from 2026.

BK8, based in Asia, were previously dropped by Norwich City in 2021 over sexualised adverts involving women.

Defending Villa’s move earlier this year, the club’s now former chief executive Christian Purslow insisted they had done “extensive due diligence” over a deal which is thought to be significantly more lucrative than the previous agreement with car retailer Cazoo.

It will also, as it transpires, see BK8 make a sizeable charity donation. A statement confirming the sponsorship deal, while not mentioning the firm’s line of business, explained how the company will make a contribution to a local Birmingham charity for every sale made of Villa’s third kit. The latter will be released later in the summer.

BK8 managing director Michael Gatt said: “We are really delighted to be able to announce our support for local charities as part of our exciting new partnership with Aston Villa.

“Being able to give something back to the supporters for their dedication is a hugely significant part of the reason we want to be involved with a prestigious institution, which is what Aston Villa Football Club are.

A Villa spokesperson said: “Through this partnership with BK8 we look forward to exciting collaborations together that will help to grow both brands, particularly within Southeast Asia.”