Aston Villa have a masterplan to break the Fair Play financial spending limits

Aston Villa’s president of business operations Chris Heck has confirmed that the club has been boosted by three new major sponsorship deals ahead of the start of the new season as the club continues to explore ways to increase revenue and overcome Financial Fair Play restrictions Play.

Villa owners Nassef Sawiris and Wes Edens are intent on taking the club to the pinnacle of European football and their rise since taking over in the summer of 2018 – which includes promotion, a return to the Premier League, the appointment of Unai Emery and Champions League football – has it’s been a remarkable journey so far. To continue its growth, however, money must inevitably be spent.

FFP rules dictate that Villa cannot spend as freely as they would like. Money needs to be raised and as the club’s profile continues to rise on a global scale, the bigger Emery’s budget will be. Meanwhile, it’s a slow process – certainly slower than the progress that has arguably been made on the pitch since Emery arrived.

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“It’s a factor that affects the product on the field. It affects every fan,” Heck told AVTV. “We’re really focused on tackling this, but it’s going to take a lot of time, a lot of effort and a lot of change as we grow our business. We use the analogy with FFP that we have a train which is the football side and a train which is the business side.

“The train on the football side is going fast and that’s a good thing. The business side has to catch that train. We’re working around the clock trying to do sponsorship deals, changing the stadium to benefit Financial Fair Play, finding new streams of revenue, get our domestic goods and things like that.

“Sponsorship growth has doubled across our three big assets – shirt front, kit supplier and sleeve sponsor. These deals are massive. We’re really excited to get those deals in the summer and we’ll have a foundation to build this business with those sponsors. As we add more sponsors, we add more nuance with the stadium and seats and premium merchandising.

“It’s been a learning experience. I listen a lot and there’s more to come from the listening factor. It’s been a lifetime of excitement, watching this team evolve and this coach orchestrating something really special and appreciating how our unique fans are like no other.

“Nassef Sawiris and Wes Edens have set their sights on the top. We talked about how our performance was among the best, not only in the Premier League but in the world. This is not something that is one and done – it is a long-term plan expected.”

Villa supporters were subject to a 15% increase in season ticket prices last summer, which initially produced much discontent from supporters who eventually sold out by mid-July as the club sought to raise funds under FFP rules. .

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