Winvia Entertainment has entered into a partnership with Aston Villa, the Premier League football club, to launch an official club-branded prize draw called "Villa Win."
The London-listed company, known for its prize-draw technology utilized by Best of the Best (BOTB), will manage the "Villa Win" competition on behalf of Aston Villa. Winvia will supply the necessary technological infrastructure, operational framework, and regulatory compliance to implement these prize draws.
This initiative aims to offer Aston Villa fans chances to win club-themed prizes and exclusive fan experiences, enhancing engagement outside of matchdays while generating new revenue for the team.
Winvia, which has interests in several Romanian brands, was listed on the London Stock Exchange in November 2025. It began trading on AIM, a market for smaller, higher-growth companies seeking capital.
The partnership marks Winvia's first significant B2B deployment of its BOTB prize-draw platform. The company will ensure that the competition aligns with the Voluntary Code of Good Practice for Prize Draw Operators, overseeing all operational, technical, and compliance aspects.
Gil Barel, Winvia's head of strategic partnerships and M&A, acknowledged the strength of Aston Villa's brand and engaged supporter base, noting the opportunity for prize draws to foster community among fans.
Barel expressed enthusiasm about collaborating with the club to establish a new competition supported by their technology and expertise, highlighting the model’s potential for expansion to other clubs and sports organizations as part of Winvia's long-term growth strategy.
The initial rollout of "Villa Win" will target Aston Villa supporters in the UK, with plans for international expansion. Winvia will oversee the competition's ongoing operations. The partnership is expected to generate revenue that will support the club’s developmental and community programs.
Francesco Calvo, Aston Villa's president of business operations, described the prize draws as a new means of engaging with fans while providing opportunities for reinvestment into various club activities, including community initiatives.
The agreement marks the expansion of the prize draw sector into sports, gaining significant popularity in the UK since the establishment of a trade organization for the industry in July.
Consolidation within the sector has increased, highlighted by Zeal Network SE acquiring a 96.5% stake in SevenCanyon Limited earlier this year. Current regulations allow prize draws in the UK to avoid Remote Gaming Duty, making them an efficient revenue source compared to traditional betting products, as noted by industry experts.
However, there are concerns regarding potential changes to VAT treatment that may impact operators' margins and lead to substantial retrospective tax liabilities, as highlighted by DrawHouse's recent cautions to UK prize draw entities.
