Villa to promote charity on shirts

Updated 15.38 Tue Jun 03 2008

Keywords: charity, football, shirt sponsorship, aston villa, acorns, premier league, sport

Aston Villa have turned down shirt sponsorship in favour of a partnership with a charity.

The club will wear the logo of Acorns children's hospices to help the charity raise funds.

"Real credit must go to Aston Villa" - Richard Scudamore

Villa's head of community Duncan Riddle confirmed that commercial offers were rejected before reaching an agreement with Acorns.

The decision will cost Villa millions in sponsorship revenue.

Mr Riddle said: "Yes, the shirts have monetary value, but they also have emotional value to fans and this is something to give back to them."

Acorns runs three ten-bed units in Worcester, Birmingham and Walsall, and supports children and their families from across the West Midlands and Gloucestershire.

Acorns chief executive David Strudley said: "Currently we look after some 600 children and their families, but we still need to reach out to probably more than 1,000 other children over the whole of the West Midlands."

Premier League chief executive Richard Scudamore has praised Villa's decision.

He said: "Real credit must go to Aston Villa for being the first Premier League club to use their shirt sponsorship to highlight their charity partnership with Acorns.

"I am sure that Acorns' association with Aston Villa will be a great help in raising awareness and funds for the excellent work they undertake."