Aston Villa goalkeeper Emiliano Martinez subject of FA inquiry over Bplay sponsorship

Editorial note: The English Football Association (FA) inquiry described below is at a preliminary stage. No charges have been brought, and Emiliano Martinez has not been found to have breached any FA rule. He, Aston Villa, and Bplay are presumed compliant unless and until any disciplinary outcome is published.

The English Football Association (FA) has opened official proceedings against Birmingham Aston Villa and Argentina goalkeeper Emiliano Martinez. Sports officials suspect the footballer of violating the strict regulations of the league regarding the promotion of gambling.

For more than a year and a half, the star goalkeeper has been the face of the Bplay brand, a licensed bookmaker that legally operates in Argentina. The situation attracted the attention of supervisory authorities in October 2025, when the operator's new advertising campaign was launched. In the latest promo videos, Emiliano appeared with his brother Alejandro, a professional racing driver.

The main problem was the range of bets of the Argentine bookmaker. According to the FA's public statements about the inquiry, Bplay accepts wagers on matches of the English Premier League, FA Cup, and Europa League. It is in these tournaments that Martinez regularly appears on the field as part of Aston Villa. According to the strict rules of the FA, current football players are strictly prohibited from advertising betting companies that offer lines for competitions with their participation. At the same time, it does not matter to the association in which country the bookmaker is registered - anti-advertising rules are uniform and do not depend on the jurisdiction.

Aston Villa, Bplay, and Emiliano Martinez have been approached for comment; this article will be updated if a public response is issued.