Winvia Entertainment, a London-listed operator specializing in prize draws, has teamed up with Premier League club Aston Villa to create an official prize draw branded as "Villa Win."
In this partnership, Winvia, which holds the prize-draw technology utilized by BOTB (Best of the Best), will run and manage the "Villa Win" competition on behalf of Aston Villa.
The company will supply the technological framework, operational setup, and regulatory compliance required to execute these prize draws. Fans of Aston Villa will gain chances to win club-themed items and exclusive experiences. This initiative aims to enhance fan engagement beyond matchdays and generate a new revenue stream for the club.
Winvia, which manages several brands in Romania, made its stock market debut on the London Stock Exchange in November 2025, trading on AIM, a sub-market designed to assist smaller, high-growth companies in acquiring capital.
This collaboration represents Winvia's first significant business-to-business application of its BOTB prize-draw system. The company will handle operational, technical, and compliance tasks, ensuring the competition aligns with the Voluntary Code of Good Practice for Prize Draw Operators.
Gil Barel, head of strategic partnerships and mergers and acquisitions at Winvia Entertainment, remarked, "Aston Villa has a powerful brand and a highly engaged supporter base, recognizing the opportunity for prize draws to unite supporters in a fun and engaging manner. We are thrilled to collaborate with the club on this project, leveraging our technology platform and expertise to launch the new prize draw competition. We believe this model can expand to other clubs and sports organizations, playing an essential role in our long-term growth strategy."
The launch of "Villa Win" will initially target Aston Villa fans in the UK, with plans for international expansion. Winvia will oversee the ongoing management of the competition, with both partners expressing that the revenue generated will help support the club’s development and community programs.
Winvia indicated that this partner-focused model would become a crucial aspect of its strategy following its IPO. Revenue from the prize draws can be reinvested in various club activities.
Aston Villa has framed this collaboration as a way to enhance fan engagement opportunities and create additional funds for reinvestment in club operations, including community initiatives. Francesco Calvo, the club's president of business operations, noted that the prize draws present a new method for connecting with supporters while supporting community outreach. "It will allow us to interact with our supporters in a fun and different way, with any revenues generated reinvested in our many community schemes."
This partnership signals a growing trend of prize draws expanding into the sports sector, which is becoming increasingly popular in the UK. The recent formation of a trade body for the sector highlights this shift.
Moreover, mergers and acquisitions within the industry are on the rise, exemplified by the acquisition of a 96.5% stake in UK prize draw operator SevenCanyon Limited by German lottery brokerage Zeal Network SE earlier this year.
Currently, the sector operates under a voluntary code established by the Department of Culture, Media and Sport (DCMS) in May. Jamie Pinner, a senior leader at DrawHouse, pointed out a significant advantage, stating, "In the UK, prize draws are not currently subject to Remote Gaming Duty, making them a more efficient revenue stream compared to sportsbook or casino products, at least for now."
Nonetheless, DrawHouse has issued caution to UK prize draw operators concerning potential VAT treatment changes by HM Revenue & Customs (HMRC), which could reduce operators' profit margins by 25% to 30% and expose them to substantial retroactive tax bills.
