Winvia Entertainment, a London-listed operator specializing in prize draws, has entered into a partnership with Premier League team Aston Villa to create an official club-branded competition called "Villa Win."
As part of this collaboration, Winvia will not only develop but also manage the operations of the “Villa Win” prize draw, leveraging its technology that powers BOTB (Best of the Best). The company is set to provide the necessary technological platform, operational framework, and regulatory oversight to facilitate the draws.
Through this initiative, Aston Villa fans will have opportunities to win various club-themed prizes and unique experiences, aimed at increasing fan engagement outside of matchdays while establishing a new revenue stream for the football club.
Founded in November 2025, Winvia has also launched several brands in Romania and trades on the London Stock Exchange's AIM sub-market, which is tailored for smaller, riskier, or rapidly growing companies looking to secure capital.
This partnership marks the first significant business-to-business implementation of Winvia's BOTB prize-draw system. Winvia will handle all operational, technical, and compliance-related aspects to ensure that the competition adheres to the Voluntary Code of Good Practice for Prize Draw Operators.
Gil Barel, head of strategic partnerships and M&A at Winvia Entertainment, remarked on Aston Villa’s brand strength and its engaged supporter base, recognizing this collaboration as a chance to unite fans in an enjoyable manner. He expressed confidence that this model could be scaled to other clubs and sports organizations, playing a vital role in Winvia's long-term growth strategy.
Initially, Winvia will launch the “Villa Win” draws for Aston Villa supporters in the UK, with plans for international expansion in the future. The operational management will remain under Winvia’s control, and both organizations have clarified that the revenue generated will aid in the club’s long-term development and community initiatives.
Aston Villa views this arrangement as a strategy to enhance fan engagement and generate additional funds for reinvestment in club activities, including community programs. Francesco Calvo, the club’s president of business operations, described the prize draws as a novel way to connect with supporters and bolster community efforts.
"This will not only allow us to engage with our supporters in an entertaining manner, but any revenues generated can be reinvested in various community schemes," Calvo said.
The deal represents the prize draw sector’s expansion into new territories, including sports. The vertical has been gaining popularity in the UK, with a trade body for the sector established in July.
Consolidation in the industry is on the rise, highlighted by German lottery brokerage Zeal Network SE's acquisition of a 96.5% stake in UK prize draw operator SevenCanyon Limited earlier this year. Currently, the sector is governed by a voluntary code created by the Department of Culture, Media and Sport (DCMS) in May.
Jamie Pinner, a senior leader at DrawHouse, noted that one of the key advantages in the UK is that prize draws are not subject to Remote Gaming Duty, making them a more efficient revenue stream than sportsbooks or casino products temporarily.
DrawHouse has recently cautioned UK prize draw operators concerning potential fluctuations in the VAT treatment by HM Revenue & Customs (HMRC). They warn that changes in VAT rules could lead to a reduction in operator margins of 25%-30% and pose risks of significant retrospective tax liabilities.
