NTL and Aston Villa enter the 'transfer market'

Thriller at the Villa? Hardly...

Debt-laden cable operator, NTL is seeking new ways to exploit its relationship with Aston Villa despite its severe financial troubles.

NTL confirmed it will not renew its shirt sponsorship of the Premiership football club next season but is looking at ways of swapping its 9.9 per cent investment for a joint media venture.

Both Aston Villa and NTL see ownership and control of media rights as the most lucrative part of the football business. NTL, which also held a 9.9 per cent stake in Newcastle United, recently negotiated a similar deal with the North-East team.