Aston Villa has named cryptocurrency casino and sportsbook Duelbits as its official European betting partner for the 2022/23 season.
Duelbits.co.uk will host sportsbook, casino and gaming in partnership with TGP Europe and is licensed by the UK Gambling Commission.
The partnership will see Duelbits branding on pitch-side LED boards during home matches at Villa Park as it strives to become a niche global brand.
Aston Villa chief commercial officer Nicola Ibbetson said: “We are pleased to welcome Duelbits to our family of partners.
“It was clear from our first conversations that their ambition to challenge and to grow matches our own. We look forward to working together this season.”
The Premier League side’s announcement comes despite rallying cries from supporter groups to put a stop to sports betting partnerships in England’s top flight.
Duelbits chief marketing officer Marco Pinnisi said: “Duelbits is made by individuals passionate about sports and casino games.
“We launched our sportsbook in late December 2021 with the product being completely developed in-house by a team of leading industry experts.
“The deeply immersive and intuitive product is made for both new as well as experienced sportsbook players. Duelbits aims to continually develop a strong sportsbook that can be compared to leading bookmakers in the market.
“We felt it was the right time to give the brand the visibility it deserved and we couldn’t see a better way than sponsoring one of the most well-known Premier League clubs. This partnership underlines Duelbits’ desire to work with the most prestigious sports brands.”
Aston Villa are managed by former Liverpool and England legend Steven Gerrard but lost their opening game of the Premier League season against newcomers Bournemouth.