Birmingham, UK- Aston Villa could land a raunchy new sponsor if the boss of a giant American sex store has her way.
Hustler Hollywood vice-president Theresa Flynt has revealed her desire to back the Midland football team.
And that could set up a potential sex-stores clash between Villa and deadly rivals Birmingham City, who are owned by Ann Summers supremos David and Ralph Gold.
Ms Flynt was speaking ahead of the launch of the UK's 'first-ever erotic department store' in Birmingham city centre next month.
In March we revealed how Hustler Hollywood - part of porn publisher Larry Flynt's empire - was planning to kick-start its UK business in Brum.
More than £8 million was ploughed into buying and kitting out two branches, the second of which will open in London before the end of the year.
Hustler had planned a grand opening in Birmingham in June, with Mr Flynt jetting in.
But that launch was delayed and Ms Flynt is now expected in the UK next week to see how how her latest venue is taking shape.
The store, which will operate under a normal retail licence, will stock sex toys, furniture and branded clothing. It will also include a 'lifestyle' cafe.
If successful, Hustler will use the Birmingham blueprint for other new stores across the UK.
"In the States, Hustler still carries a certain stigma," said Ms Flynt, daughter of infamous porn magnate Larry.
"But this is a new generation and it's a new Hustler. We're cleaning up the sex industry."
Ms Flynt revealed that the 'new' Hustler could sponsor a top English football club.
Birmingham City FC is owned by Ralph and David Gold, the father of Jacqueline Gold - who runs Ann Summers.
"If someone like your Aston Villa would have us sponsor them, then yes, we would give it consideration," said Ms Flynt.
"Our image is changing and we would certainly think about it. I believe people will be pleasantly surprised by what we are about when we open in the UK."
Ms Flynt has already visited Birmingham - but was left cold by the Bullring.
"I've been to the city once before and I liked it," she said, "although I'm not sure about that mall with those sparkling discs.
"But we want to be in every major UK city eventually and I think we'll do well because these stores are focused on couples.
"When you're out on a date with someone it will be a fun place to go."
Hustler Hollywood already has five stores in America; Los Angeles, San Diego, Cincinnati, Kentucky and Fort Lauderdale, Florida.
The flagship LA store is a firm favourite with Hollywood celebrities, with Liz Hurley, Rachel Hunter and Sting snapped passing through its doors.
And Ms Flynt is also one of her own store's biggest fans.
"I do buy from them because it's important to be a consumer of what you sell," she said.
* For more information, visit www.hustlerhollywood.co.uk for further information on stores and products. Hustler Hollywood opens in Birmingham in October.
