Former ball boy to land huge windfall as Au Vodka brand ‘strikes £500m sale agreement’

A former foe of Eden Hazard is set to give his bank balance an almighty boost.

Charlie Morgan, the infamous ball boy Hazard kicked during a League Cup match in 2013 between Swansea City and Chelsea, is nearing a deal to sell his drinks company, Au Vodka.

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Morgan is in discussions to sell Au Vodka to American beverage brand Sazerac Company.

How much does Charlie Morgan stand to make from Au Vodka sale?

The sale of Au Vodka is worth approximately £500million, with Morgan and co-founder Jackson Quinn to net £100m each from the deal.

Sazerac owns alcoholic brands like BuzzBallz, Southern Comfort and Fireball.

And Au Vodka, founded by Morgan in 2015, now looks poised to join them under the Sazerac umbrella.

Au Vodka’s impending sale comes a year after Morgan told BBC Wales he intended to expand his drinks brand into the American market.

“If you asked a 25-year-old target market consumer in America, would they know Au? Probably not yet,” Morgan said.

“So there’s still so many more people who don’t know about us.

“And I think we’re still driven to try and take over the world a little bit more.”

Who has endorsed Au Vodka in the past?

Au Vodka is widely known for its gold-coloured bottles and cans, with several celebrities endorsing the beverage.

Football legend Ronaldinho and boxing superstar Floyd Mayweather have both happily posed alongside Au Vodka products.

Instagram/@AuVodka

YouTuber-turned-boxer Jake Paul even went as far as getting a tattoo of an Au Vodka bottle, although there was plenty of conjecture as to whether it was a real piece of body art.

Meanwhile, two-time darts world champion Luke Littler was another who has been a beneficiary of Au Vodka’s generosity.

Upon turning 18 in January 2025, Littler was gifted a three-little Au Vodka bottle.

On the bottle was an image of Littler lifting the Sid Waddell Trophy shortly after his maiden World Darts Championship triumph.

That wasn’t the only show-stopping gift headed Littler’s way from Morgan’s company.

Littler also received a giant gold dart which featured his nickname, ‘The Nuke’, on the flight.