Aston Villa are approaching the new season with a clear sense of purpose—strengthen the squad, build on recent success, and do so within the constraints of the Premier League’s Profit and Sustainability Rules. We spoke to Charlie Haffenden of BirminghamWorld to better understand the club’s position.
00:00Aston Villa are approaching the new season with a clear sense of purpose, strengthen the squad, build on recent success and do so within the constraints of the Premier League's profit and sustainability rules.
00:14After securing European football once again under Unai Emery, the focus at Villa Park has shifted from rapid progression to sustainable consolidation.
00:24The club are committed to maintaining momentum while navigating the financial realties that come with a top-level ambition.
00:33That means smart recruitment, strategic outgoings and a longer-term vision.
00:38At the same time, Villa are carefully pursuing new additions that bring technical quality and tactical flexibility without overloading the wage bill or stretching upfront spending.
00:48The approach is measured rather than flashy, designed to ensure the club can compete on multiple fronts without risking long-term stability.
00:57We caught up with Charlie Halfenden of Birmingham World to better understand the club's position.
01:03He explained that while Villa are unlikely to dominate the headlines with marquee signings,
01:08activity is ongoing behind the scenes and are all part of the strategy to ensure a more successful team this season in the West Midlands.
01:18Charlie on Aston Villa and obviously the main headline surrounding them is the PSR and unfortunately they're a club that,
01:26you know, despite all this success they've had on the pitch and Emery's sort of revival,
01:32they do fall into that PSR sort of situation.
01:35They obviously had to sell last summer as well.
01:38In terms of players, they should sell.
01:40There's obviously some candidates, Martinez is one of them, you know,
01:43Rodgers is a huge asset that they've got, you know, Jacob Ramsey as well.
01:49I mean, it's a difficult situation they're in, but if they did have to sell anyone,
01:53you know, who would they sell?
01:54And also just break down the PSR situation because it is quite a bit of a handful.
01:59And then maybe you look at the likes of Chelsea, Manchester City and you think,
02:03why is it not also affecting them?
02:05But it is Aston Villa.
02:05Yeah, it's crazy really that Villa are the team in the Premier League affected most players
02:10considering they're about to head into their third consecutive season in European football,
02:14which brings in such an incredible income for the football club.
02:18The, in terms of the fan base, the attendance has been higher.
02:21The merchandise sales have been better since they switched to Adidas.
02:24It's all, and the sponsorships as well have been increasing.
02:26So how on earth are they still struggling?
02:28And you can also include in that that they sold Diaby for 50 million.
02:32They sold John Duran for 70, Douglas Luiz for 45.
02:36How are they still in a situation?
02:38Well, their wage bill is incredibly high compared to a lot of teams in and around them.
02:43Not in terms of total wage bill, but in terms of revenue to wages.
02:47And that's really been a struggle for them.
02:49Of course, they've been bringing in players to replace those that have gone.
02:52Amador Inanna costing 50 million pounds was a big outlay.
02:55And see Jadon Filagin coming back and they're being sold again.
02:59There have been players brought in Mautzen as well as another one, 37 and a half million.
03:03So it's not quite been just sales and then no incomings.
03:06It has been quite expensive as well.
03:09Premier League clubs are only allowed to lose £105 million over a three-year period.
03:14As you mentioned, the likes of Morgan Rodgers and Jacob Ramsey.
03:17Villa really don't want to sell either of those players.
03:20If they are going to sell one, it will be Ramsey, I feel.
03:23But how much are you realistically going to get for him?
03:26It's a really complex one and Villa fans are rightfully frustrated given how many years they've been in Europe now.
03:32Yeah, and then in terms of those players to sell, but the back end of the season,
03:37obviously missing out on the Champions League the way they did as well.
03:41Does that have a big factor?
03:42Would that have affected them quite a lot going from the Champions League
03:45and that being in the very, very elite of European competition?
03:49I mean, obviously, you know, Emre would have wanted to be in there as well.
03:52So it does affect them on the pitch as well.
03:54But off the pitch, that Champions League revenue not coming in is surely another big factor in this case.
04:01Absolutely is.
04:02It wouldn't have had an impact on this year's PSR numbers because the revenue won't come until next season.
04:06But what it does mean is Villa could lose about £75 to £100 million potentially,
04:11depending on how far they were to get into the Champions League.
04:15That's what they're losing for their revenue next season.
04:17So we'll be in a situation once again where Villa will have to sell players,
04:21otherwise they'll be getting a potential points deduction or a hefty fine.
04:25So, yeah, it's really tricky.
04:27And then there's the UEFA squad cost rules as well,
04:29where you can spend 70% of your revenue on player costs,
04:33which is effectively salaries and bonuses.
04:36You want the squad depth.
04:37Emery wants to have two good players in every single position,
04:40but they simply can't afford it unless they bring in youngsters, you feel?
04:42If you do a little bit, let's make a point of view of your business.
