‘The strategy was right’: Aston Villa on the success of its rebrand and global entertainment ambitions
Rebranding a football club can go down badly with fans, however, for Aston Villa it’s been a commercial success with £100m in ‘controllable revenue’ off the pitch generated, says president of business operations Chris Heck.
By Molly Innes
Football club rebrands don’t always sit well with the fans – who take any changes to the club’s logo, crest or colours personally. Aston Villa, however, seems to be an exception, and one year on since its rebrand, the club is going from strength to strength, believes Chris Heck, the club’s president of business operations.
The club is doing well financially, sitting in 18th place on Deloitte’s Football League Money Report this year, alongside some of the heavyweights of European football, and generating in excess of £100m in “controllable” revenue.
Controllable revenue means money generated off the pitch and this, according to Heck, tells the story that its marketing is finding success.
