Aston Villa strike agreement to deliver new ‘unparalleled’ fan experiences

Aston Villa have announced a major commercial partnership aimed at transforming the matchday experience at Villa Park.

The Premier League club has teamed up with Sports Illustrated Tickets as their official fan experience partner, in a deal focused on delivering premium hospitality and immersive supporter engagement.

Central to the agreement is the creation of new spaces and activations designed to turn Villa Park into a year-round destination, not just a football venue.

The move represents another step in Villa’s broader strategy to modernise their stadium offering and grow commercial revenue streams.

New venues and experiences set to redefine Aston Villa matchdays

As part of the partnership, Sports Illustrated Tickets will take naming rights to the Sports Illustrated Warehouse, a new multi-use venue that will act as a fan zone and event space.

Two additional concepts — Club SI and Sports Illustrated Tickets Plaza — will also be introduced to enhance the supporter experience.

Club SI is set to offer a premium hospitality environment blending sport storytelling, curated content and high-end food and drink, while the plaza will serve as a central hub for fans with entertainment, big screens and social spaces.

Together, these additions are designed to create a more dynamic and engaging atmosphere both before and after matches, while also supporting non-matchday events.

Long-term vision to make Villa Park year-round destination

Villa’s president of business operations, Francesco Calvo, described the partnership as a key step in delivering “fan-first experiences” aligned with the club’s long-term vision.

Sports Illustrated Tickets CEO David Lane added that the collaboration would “transform how supporters engage with Villa Park” across both live events and digital platforms.

The agreement comes alongside ongoing redevelopment plans at the stadium, including the expansion of the North Stand which will eventually push capacity beyond 50,000.

Despite short-term disruption — including a reduced capacity next season — the club is clearly focused on building a modern, multi-functional venue capable of hosting sport, entertainment and community events throughout the year.

FGG Says

Aston Villa are not just upgrading their stadium, they are rethinking the entire experience. This partnership shows a clear shift towards entertainment-driven football venues, where matchday is only part of the story. 

If executed well, Villa Park could become one of the most engaging destinations in the Premier League. It is ambitious, but it fits perfectly with where modern football is heading.