Winvia Entertainment, a London-listed operator specializing in prize draws, is collaborating with Premier League club Aston Villa to create an official club-branded initiative called "Villa Win."
As the owner of the prize draw technology used by BOTB (Best of the Best), Winvia will manage the operations of the "Villa Win" competition for Aston Villa. The company will supply the technological framework, operational support, and regulatory compliance necessary for the implementation of these prize draws.
This collaboration aims to engage Aston Villa fans with opportunities to win official club merchandise and memorable experiences related to the team. The initiative intends to enhance fan involvement beyond match days while providing an additional revenue stream for the football club.
Winvia, which also manages several brands in Romania, went public on the London Stock Exchange in November 2025, entering the AIM sub-market designed for smaller, high-growth companies.
Announcing the partnership, Gil Barel, Winvia Entertainment's head of strategic partnerships and M&A, noted that this marks the first significant business-to-business deployment of their BOTB prize-draw system. Winvia will handle the operational, technical, and compliance aspects, ensuring adherence to the Voluntary Code of Good Practice for Prize Draw Operators.
Barel expressed confidence in the potential for this model to expand across other clubs and sports organizations, highlighting its role as a vital component of Winvia's long-term growth strategy.
The initial rollout of "Villa Win" will be for Aston Villa supporters in the UK, with plans for future international expansion. Winvia will oversee the ongoing operation of the competition, and both parties emphasize that the generated revenue will aid Aston Villa's long-term development and community-focused programs.
In this context, Aston Villa has framed the initiative as a way to foster increased engagement with supporters while creating funds for reinvestment in club operations and community initiatives. Francesco Calvo, the club’s president of business operations, described the prize draws as an innovative method for fan interaction, emphasizing that proceeds will support various community schemes.
The deal reflects a notable expansion of the prize draw sector into sports, which has seen significant growth in the UK. A trade body for the prize draw industry was established in July, indicating rising interest and participation in this area. Additionally, mergers and acquisitions within the sector are on the rise; for example, German lottery brokerage Zeal Network SE recently acquired a 96.5% stake in UK operator SevenCanyon Limited.
Currently, the prize draw 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, mentioned that one of the sector's main advantages in the UK is the exemption of prize draws from Remote Gaming Duty, making them a more appealing revenue source compared to sportsbooks or casino offerings at present.
However, DrawHouse recently cautioned UK prize draw operators about potential changes in VAT treatment by HM Revenue & Customs (HMRC), which could significantly impact profit margins and lead to substantial retrospective tax liabilities for operators.
