Aston Villa have made another significant appointment by bringing in Adrian Filby as their new chief commercial officer, previously from Celtic. Finance expert Stefan Borson noted that Villa are in a “sweet spot” both on and off the pitch, following their recent momentum.
Filby, who announced his move via LinkedIn on 30 September, had spent 21 years in two stints in a similar role at Celtic. One of his primary challenges at Villa will likely involve securing a new front-of-shirt sponsorship deal. With the club’s qualification and promising start in the Champions League, talks with top-tier brands are expected to gain traction.
Currently, Villa are in a two-year agreement with Greek betting company Betano, worth £20 million per season, the most lucrative in the club’s history. However, Premier League clubs, including Villa, will no longer be able to partner with gambling firms for front-of-shirt sponsorships starting in the 2026-27 season, following a collective decision to phase out such deals.
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