 Aston Villa forgoes lucrative shirt sponsorship to promote charity
BIRMINGHAM, England — Aston Villa is forgoing a lucrative shirt sponsor to promote a children's charity.
The Premier League club has followed the lead of FC Barcelona's free tie-up with UNICEF.
Villa will publicize the work of Acorns children's hospices in central England on its claret and blue jerseys after a multimillion dollar deal with an Internet gaming company expired.
"Yes, the shirts have monetary value, but they also have emotional value to fans and this is something to give back to them," said Duncan Riddle, the club's head of community relations.
Villa, owned by American Randy Lerner, is the first Premier League club to shun a lucrative sponsorship deal.
"Real credit must go to Aston Villa for being the first Premier League club to use their shirt sponsorship to highlight their charity partnership with Acorns," Premier League chief executive Richard Scudamore said. "I am sure that Acorns' association with Aston Villa will be a great help in raising awareness and funds for the excellent work they undertake."
Acorns look after 600 children and families and run three 10-bed units across central England.  | 
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