Winvia Entertainment, a prize-draw operator listed in London, has teamed up with Premier League club Aston Villa to create an official club-branded prize draw called "Villa Win."
The collaboration will see Winvia develop and operate the "Villa Win" competition, utilizing the technology behind its existing platform, which also serves BOTB (Best of the Best). Winvia will supply the necessary technological framework, operational structure, and regulatory compliance to manage the prize draws. This initiative offers Aston Villa fans chances to win club-themed prizes and exclusive fan experiences, aiming to enhance fan engagement beyond matchdays while generating a new revenue source for the club.
Founded in Romania, Winvia went public on the London Stock Exchange in November 2025, entering the market through AIM, a sub-market designed for smaller, higher-growth companies seeking investment.
Winvia emphasizes that this marks its first significant business-to-business deployment of the BOTB prize-draw system. The company will take charge of the operational, technical, and regulatory aspects, ensuring compliance with the Voluntary Code of Good Practice for Prize Draw Operators.
Gil Barel, Winvia's head of strategic partnerships and M&A, noted, "Aston Villa has a powerful brand and an engaged supporter base, recognizing the potential of prize draws to connect with fans in an enjoyable manner. We're excited to support the club with our technology and expertise in launching this new prize draw competition.
"We believe this model can expand to other clubs and sports organizations, contributing to our group's long-term growth strategy."
The "Villa Win" draws will initially be available to Aston Villa supporters in the UK, with plans for international expansion. Winvia will oversee the ongoing operations of the competition, and both parties have indicated that the revenue generated will aid in the club's long-term growth and community programs.
Aston Villa aims to use this partnership to enhance fan engagement and generate additional funds for club initiatives. Francesco Calvo, the club’s president of business operations, expressed that these prize draws present a new way to connect with supporters while also bolstering community efforts. "This initiative will enhance our interactions with fans in a fun and distinctive manner, and any revenues can be reinvested into various community schemes," he stated.
The agreement highlights the growing trend of prize draws expanding into the sports domain, particularly in the UK, where a trade body for the sector was established in July. Mergers and acquisitions in this space are also on the rise; earlier this year, German lottery brokerage Zeal Network SE acquired a 96.5% stake in UK prize draw operator SevenCanyon Limited.
Currently, this vertical operates under a voluntary code implemented by the Department of Culture, Media and Sport (DCMS) in May. Jamie Pinner, a senior leader at DrawHouse, pointed out a significant benefit: "One of the key advantages in the UK is that prize draws are not currently subject to Remote Gaming Duty, making them a more efficient revenue stream than sportsbook or casino products for now."
However, DrawHouse has recently cautioned UK prize draw operators about potential VAT treatment changes by HM Revenue & Customs (HMRC), which they believe could cut margins by 25%-30% and expose companies to substantial retrospective tax liabilities.
