Aston Villa nearing possible stadium naming rights deal for iconic Villa Park

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It was in early 2024 that The Athletic reported Aston Villa’s interest in pursuing stadium naming rights. Then-president of business operations Chris Heck led the push for a high-profile, big-brand partner to rename Villa Park. Villa’s revenue still trails rivals like West Ham and Newcastle. With no sponsor yet for Bodymoor Heath or the training kit, fresh partnerships will be a key focus.

Transcript

00:00It was early in 2024 that The Athletic reported on Aston Villa's interest in pursuing stadium

00:07and naming rights.

00:09Then-President of Business Operations Chris Hecht select the push for a high-profile big

00:13brand partner to rename Villa Park.

00:17Global across multiple industries, but no agreement was reached before Hecht's departure

00:22in May 2025.

00:24Hecht's brief was clear.

00:25Overall commercial streams and secure long-term sustainable growth.

00:30Villa cut ties with Castor for Adidas and ended their front-of-shirt deal with BHK8 two years

00:36early.

00:37Both changes brought financial improvements, with commercial income growing by £24.2 million

00:43in two years.

00:45In 2023-24, Villa recorded £275 million in revenue and featured for £300 million in 2024-25

00:54after their Champions League quarter-final run.

00:57Stadium naming rights could deliver a financial breakthrough.

01:02Everton's deal with Hill Dickinson, worth up to £10 million a year, sets a benchmark.

01:07Hecht said last season that steep tipping prices, £70 for the cheapest Champions League seat,

01:13were a result of needing to comply with profit and sustainability rules.

01:17Supporters Trust Boss said naming rights should be discussed if they help Villa invest and comply

01:23with financial rules.

01:25But if sacrificing identity doesn't deliver clear success, what was it all for, he asked.

01:31Villa Park has never been officially renamed since 1897.

01:36Fans feel a strong emotional collection to its rich history.

01:39Yet over £30,000 on the season ticket waiting list, redevelopment is essential.

01:44Plans are in place to expand to 50,000 seats before Euro 2028, a tournament where Villa Park

01:50will host matches.

01:51Villa's revenue still trails rivals like West Ham and Newcastle.

01:55With no sponsor yet for Bodymore Heath or the Training Kids, fresh partnerships will be

02:00a key focus for incoming executives.

02:03A sponsor named Pitch at Villa Park could preserve tradition, says supporter Michael.

02:08The danger isn't just commercialisation, it's losing what makes the club special.

02:14The danger isn't Uncompanish.

02:16This is a big focus for frontline people here, but it's like a community in the community.

02:19But if you want to be a leader with a chain of insurance, the name doesn't simply

02:22suported, you're not Moss who'sカップ.

02:23You've got a hooks in front of a year, but you're not a couple of you.

02:25But if you want to be a member of the company, you're going to be a leader with a

02:26group with a number of you.

02:27You want to be a member of the team.

02:29The player who's a leader with the team?

02:30The team who's a leader with the team.

02:32I've been in front of an event for a trip to that use.

02:35I'll be a leader, group of a leader.

02:36And the team will be a leader with him.

02:38I'll be a leader with the chief of the team.

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