Kindred Group's Unibet brand will appear on the shirts of Birmingham-based football team Aston Villa for the 2017-18 season after the operator was announced as the club's new principal partner.

Aston Villa, which plays in the second-highest league of the English football system, will play with Unibet's logo on their home and away kits throughout the upcoming season. The Unibet logo will appear on both the men's and women's teams' adult kits.

"We are very pleased to partner with Unibet," Aston Villa chief commercial officer Luke Organ commented. "They made it clear from the outset how important our fans will be to this partnership and their planned level of emphasis that they will put on our fans will be exciting to see come to life.

"The club's size is reflected by the magnitude of this relationship with Unibet and we look forward to testing our data and digital abilities to drive value and provide a rounded partnership for us all to enjoy," he explained.

Villa played in every Premier League season from its inception in 1992 until 2016, when it was relegated, the first time it had dropped down a division since 1987.

In its first season in the Championship the club finished in 12th place, but will be expected to challenge for promotion under manager Steve Bruce in 2017-18.

"We are delighted to be partnering with Aston Villa in their push for promotion back to the Premier League," Unibet head of UK marketing Sam Mead said.

"Unibet and Aston Villa are two of the biggest names in our respective fields with a rich heritage - Unibet genuinely understand football fans and, working together with Aston Villa, will be ensuring we enhance the enjoyment of their fans in all aspects of the beautiful game," Mead said.

"We look forward to supporting Aston Villa fans and the Birmingham area with unique content and special betting opportunities."