“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.” (6/4/08)
