Tuesday , October 19 2021

Revealed: Aston Villa owners are considering renaming Villa Park



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Aston Villa owners will consider re-booking the stadium in 2019 as they continue to plan for the future.

A well-placed source told BirminghamLive that business opportunities at the club are under "constant bargaining" – and that selling the naming rights to the famous old ground would not be ruled out.

At this stage, there are no immediate plans in place, but majority owners Nassef Sawiris and Wes Edens have made it clear that improving Villa's revenue streams remains a focus.

Villa Park – the clubhouse since 1897 – has never had a sponsorship partner.

An exciting day at Aston Villa Football Club while Sir Doug Ellis is buried – you can see the scenes here:

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But earlier this year – and before the summer's acquisition – Villa reshaped his Bodymoor Heath training camp for the first time, signaling a change of approach.

A five-year deal was closed with Recon, the conglomerate of former majority owners Tony Xia, and raised a total of £ 4m, according to BirminghamLive.

It was Xia who mentioned for the first time the possibility of renaming the stadium to include his company Lotus Health Group in 2016.

The Chinese businessman, who is still part of the organization in Villa though with a diminishing role, eventually came back behind the idea, after discussions with the board.

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It is understood that if the Villa went ahead with the idea, they would keep the current name in the title.

Birmingham City rivals took a similar approach when they changed their name to St Andrew's Trillion Trophy stadium earlier this year.

As part of a behind-the-scenes unit, Villa will also seek to attract new partners next year to further boost revenue streams.

CEO Christian Purslow has had incredible success in this area at his former club Chelsea, helping to bring in more than £ 1 billion in sponsorship – signing or renewing contracts with Nike, Yokohama, Hublot, Delta, Carabao, Beats, Hotel Tonight and Wipro. .

Concern about complying with Fair Play Financial regulations remains a genuine issue, even though the club insists it is under control.

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The winning promotion this season would solve the problems, although another season in the Championship is harmful.

The Villa is currently in 14th place after winning just five of its 16 opening games this season and tomorrow they will face Derby County at the start of what will be a defining period for Dean Smith's troops.

The Rams had concerns about the FFP last season, but they sold top scorer Matej Vydra to Burnley over the summer to help balance the books.

The Villa's management fears in June and July were quickly relieved by the acquisition and they have since stabilized the ship.

But after seeing the EFL being an example of the Blues, who are currently operating under severe transfer restrictions and facing the threat of deduction of points after their alleged violations, other clubs, including Villa, are becoming more aware of the repression.

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