I'll try and break this down some more for the doom mongers who are worried Genting Casinos could decide the fate of our club:
The main purpose of sponsoring a football team's shirt is to increase brand awareness, and isn't based on the pity wealthy business men have for shit sportsmen (shocking I know!). In our case, Genting currently pay us money so that we print their logo quite largely on each and every adult replica shirt sold, selected training gear and outerwear, sponsor boards in pre-match and post-match interviews, as well as on the shirts of the players who take part in our games.
Lets say Aston Villa sell 50,000 replica shirts in a year worldwide (could be more, could be less, I don't know for sure). That is 50,000 people sporting the logo of Genting Casinos who will easily each come across hundreds, if not thousands, of people whilst wearing their shirt. Let us also combine that with the fact that there are millions across the globe who will have seen the Genting Casinos logo whilst watching matches, interviews, AVTV, Benteke's backheel to Weimann on Youtube etc.
Genting Casinos pay Aston Villa for the service of allowing them to reach the huge audience that Aston Villa commands, and if they have indeed decided not to renew the 2-year contract that is coming to an end (whether it be due to a lack of funds; achievement of whatever goal was set by originating the sponsorship; not achieving whatever goal was set by originating the sponsorship or simply the fact that Aston Villa lost 8-0 to Chelsea) then I am pretty sure the people towards the top of Aston Villa will have no problems in finding a new shirt sponsorship partner if they are not in talks with one already.
Now, how about switching this topic up and simply stating who we might want on the front of our shirts next season:
I'll go with Acorns again because I feel spreading the word about their good work is a much better cause than a putting a few million into the club, and would also give us some good PR again rather than the press taking the complete and utter piss out of us.