Bully for them

American sports teams are the exception in not allowing their uniforms to be turned into billboards (well, except for golfers and NASCAR drivers, if you want to stretch the definition of the words "sports" and "team"), but this was a nice read:

In an era when professional football clubs are increasingly keen to maximise every money-making opportunity, Aston Villa have refreshingly bucked the trend by forfeiting £2m in sponsorship revenue in favour of carrying the name of a charity on their shirts from the start of next season. The 12-month partnership with Acorns Children's Hospice means Villa will become the first Premier League club to support a charity as opposed to endorsing a commercial sponsor.

. . .

Villa were previously sponsored by 32red, the online gaming firm, but with that two-year deal expiring at the end of last season, the club took the decision in January to approach Acorns - a West Midlands-based charity which "provides care for life-limited children and support for their families" through three hospices - with their idea for the new campaign. "We regard this partnership as more important and more valuable to us than any commercial opportunity presented to us," added Riddle.

It could simply be that Villa couldn't find a sponsor who would pony up the cash, but that's unlikely. They finished 6th in the Premier League last year, and challenged for a spot in the UEFA Cup. The folks at the Acorns seem to be pretty happy with the deal, too.

David Strudley, the Acorns chief executive, described Villa's gesture as "amazing", with the charity hopeful it can generate up to £2m towards their £6m annual budget through the increased publicity. "Currently we look after 600 children but there are still 1,000 children out there that we want to reach and support and this is where Aston Villa are playing an amazing part with this extraordinary partnership," said Strudley, who urged other clubs to follow Villa's example. "This is the platform we have all been looking for."

I don't know if i'll look good in claret and blue, but i think it'll be worth a try. Especially if they can keep Gareth Barry in the side for another year.