English Premier League soccer side Aston Villa have announced a new partnership with JD that will see that company become the club’s new official retailer.

JD has signed a multi-year agreement to stock official Aston Villa products online and in select stores nationwide.

Chris Heck, Aston Villa’s president of business operations, said: "This partnership with JD is going to make a big difference to the way we approach our retail operation.

"Its international reach, alongside its huge presence in the UK, will allow us to showcase our retail offering on a worldwide scale alongside our revamped store at Villa Park.”

The deal represents JD’s latest Premier League tie-up after it also became Newcastle United’s retail partner last month and a sleeve sponsor of Wolverhampton Wanderers.

Aston Villa, meanwhile, have signed several key commercial deals recently, most notably unveiling sportswear giant Adidas as its new kit supplier, betting brand Betano as front-of-shirt sponsor, and online trading platform Trade Nation as sleeve sponsor in a renewed agreement. 

The Midlands outfit has also partnered with global ticketing platform SeatGeek and UK brewery Carlsberg Marston Brewing Company ahead of the new season.

Villa will begin their 2024-25 Premier League campaign away at West Ham on August 17.

Meanwhile, Brighton and Hove Albion have teamed up with Google Pixel, the technology giant’s consumer electronics brand, for their upcoming tour of Japan.

Google Pixel will be activating around the pre-season matches in Tokyo, allowing Pixel users in Japan to meet players and attend matches.

Russ Wood, Brighton’s head of commercial, said: “Japan is a key and very much growing territory for the club and with Google Pixel having a significant presence there, this is a perfect partnership.”

Brighton open up their Premier League season against Everton next month.