June 23 (Reuters) - Aston Villa's new front-of-shirt sponsorship deal with an online betting firm is a "cynical attempt" at financial gain and ignores concerns about gambling sponsorship in sports, the Aston Villa Supporters' Trust (AVST) said on Thursday. Villa have agreed to a partnership with Asia-based online betting firm BK8 until the end of the 2025-26 campaign, when Premier League clubs will withdraw gambling sponsorships from the front of their matchday shirts. Norwich City cancelled a sponsorship deal with BK8 in 2021 after three days following a backlash from supporters over its sexualised marketing material involving young women. loading"At the time, we were given assurances of the club's due diligence process and advised that the misogynistic practices were that of a BK8 affiliate," AVST said. Reuters has contacted Aston Villa and BK8 for comment.

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Persons: Aston, Villa, AVST, BK8, Hritika Sharma, Jan Harvey Organizations: Aston Villa Supporters, Trust, Premier League, Norwich City, BK8, Reuters, Aston Villa, Thomson Locations: Asia, Birmingham, Hyderabad