Winvia Entertainment, a prize-draw operator based in London, has struck a partnership with Aston Villa, the Premier League club, to create an official club-branded prize draw named "Villa Win."
Winvia, which operates the technology for Best of the Best (BOTB), will manage the competition on behalf of Aston Villa. The company is set to provide the necessary technological platform, operational infrastructure, and regulatory oversight to facilitate the prize draws.
These draws aim to offer Aston Villa fans the chance to win club-themed prizes and exclusive fan experiences. The initiative seeks to enhance fan engagement beyond match days while also establishing a new source of revenue for the club.
Winvia, which operates various brands in Romania, made its debut on the London Stock Exchange in November 2025, trading on AIM—a sub-market that caters to smaller, riskier, or high-growth companies seeking capital.
In a recent statement, Winvia underscored that this represents the first major B2B implementation of its BOTB prize-draw system. The company will handle all aspects of the competition, including operational, technical, and compliance functions, ensuring adherence to the Voluntary Code of Good Practice for Prize Draw Operators.
Gil Barel, Winvia's head of strategic partnerships and M&A, remarked, "Aston Villa has a powerful brand and a highly engaged supporter base and has recognized the opportunity for prize draws to bring supporters together in a fun and engaging way. We are pleased to be working with the club to launch a new prize draw competition supported by our technology platform, operational capability, and prize draw expertise. We are confident that this model has the potential to scale across other clubs and sports organizations and become an increasingly important part of the group’s long-term growth strategy over time."
Winvia plans to expand the "Villa Win" prize draws to Aston Villa supporters in the UK initially, with aspirations for international growth. The company will oversee the ongoing management of the competition, and both parties have indicated that the revenue generated will support the club's long-term development and community initiatives.
This collaboration is framed as an opportunity to create "more fan engagement opportunities" and generate additional funds for reinvestment in various club activities, including community programs. Francesco Calvo, Aston Villa's president of business operations, noted that the prize draws provide a new way to interact with fans while also supporting community endeavors. "It will not only allow us to interact with our supporters in a fun and different way, but any revenues generated can be reinvested in a number of ways including our many community schemes," he said.
The agreement signifies a broader trend of prize draws entering new sectors, particularly sports. This vertical is rapidly gaining traction in the UK, with the establishment of a trade body for the industry in July. Additionally, mergers and acquisitions in the sector are on the rise, highlighted by Zeal Network SE’s acquisition of a 96.5% stake in UK prize draw operator SevenCanyon Limited earlier this year. Currently, prize draws in the UK fall under a voluntary code established by the Department of Culture, Media and Sport (DCMS) in May.
Jamie Pinner, a senior leader at DrawHouse, emphasized the appeal of prize draws, stating that they are not currently subjected to Remote Gaming Duty in the UK. “That makes them a far more efficient revenue stream than sportsbook or casino products, at least for the time being,” he said.
Recently, DrawHouse alerted UK prize draw operators about possible adjustments in VAT treatment by HM Revenue & Customs (HMRC). The company warned that changes in VAT rules could diminish operator margins by approximately 25%-30% and may also lead to substantial retrospective tax liabilities.
