Winvia Entertainment, a London-listed operator specializing in prize draws, has formed a partnership with Premier League club Aston Villa to launch an official prize draw called "Villa Win." Winvia is the owner of the prize-draw technology used by Best of the Best (BOTB) and will handle the development and operating of the competition for Aston Villa.
The company will supply the technology, manage the operational framework, and ensure compliance with regulations to facilitate the prize draws, which will offer Aston Villa fans chances to win club-related prizes and unique experiences. This initiative aims to engage supporters beyond match days and create an additional revenue stream for the football club.
Winvia, which also manages brands in Romania, went public on the London Stock Exchange in November 2025, trading on AIM, a sub-market tailored for smaller and higher-growth firms seeking capital.
This marks the first significant business-to-business implementation of Winvia's BOTB prize-draw technology. The company will be responsible for the operational, technical, and compliance aspects of the competition, adhering to the Voluntary Code of Good Practice for Prize Draw Operators.
Gil Barel, Winvia's head of strategic partnerships and mergers and acquisitions, stated, "Aston Villa has a powerful brand and a highly engaged supporter base. They recognize the potential of prize draws to unite supporters in an enjoyable and interactive manner. We are excited to collaborate with the club to introduce a new prize draw competition through our technology platform and operational capabilities. We believe this model can expand to other clubs and sports organizations, becoming a crucial part of our long-term growth strategy."
The "Villa Win" draws will initially be available to Aston Villa supporters in the UK, with plans to widen the reach internationally. Winvia will oversee the ongoing operations of the competition, and the revenues generated will support the club’s long-term development and community initiatives. The company anticipates that this partner-driven deployment approach will become vital to its strategy after its recent initial public offering (IPO).
Aston Villa views this collaboration as a means to create more engagement opportunities with fans and generate additional funds for club activities, including community programs. Francesco Calvo, the club’s president of business operations, noted that the prize draws present a new way to connect with supporters while contributing to community endeavors. "This initiative will not only facilitate interaction with our supporters in a fun manner but also reinvest any generated revenues into various community schemes."
This partnership signifies how the prize draw sector is expanding into new domains such as sports, gaining substantial popularity in the UK. A trade association for the industry was formed in July, and mergers and acquisitions activity has surged, highlighted by the acquisition of a 96.5% stake in UK operator SevenCanyon Limited by German lottery brokerage Zeal Network SE earlier this year.
Currently, the prize draw industry is governed by a voluntary code implemented by the Department of Culture, Media and Sport (DCMS) in May. Jamie Pinner, a senior leader at DrawHouse, remarked on the advantages in the UK market, stating, "One of the key advantages is that prize draws are not presently subject to Remote Gaming Duty, which makes them a more efficient revenue stream than sportsbook or casino products, at least for now."
DrawHouse has recently cautioned UK prize draw operators regarding possible shifts in VAT treatment by HM Revenue & Customs (HMRC), suggesting that changes could decrease operator margins by 25% to 30% and result in significant retrospective tax liabilities.
