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Culture

Culture Working Group

Our Purpose

The Culture Working Group exists to champion Aston Villa’s identity, values, and community. Our role is to ensure that Villa Park remains a welcoming, inclusive, and inspiring home for every supporter — celebrating the heritage that defines us while embracing the progress that keeps our culture alive and growing.

Drawing inspiration from cultural theorist Raymond Williams, we view culture as three connected strands:

  • Ideal – the values and principles we aspire to live by;
  • Documentary – the stories, traditions, and places that hold our history;
  • Social – the everyday experiences that bring fans together.

These strands form the foundation of our mission for the 2025/26 season.

Our Mission

Live Our Values

  • We will embed Aston Villa’s core values — Pride, Passion, and Purpose — across all aspects of supporter engagement.
  • Equality, Diversity & Inclusion (EDI) will be visible and active, not abstract: reflected in matchday activations, supporter communications, and community initiatives.
  • Working with Fans for Diversity groups — Villa & Proud, Villans Together, Punjabi Villans, and Villa Bellas — we will make Villa Park a place where every supporter feels welcome and valued.

Protect Our Heritage

  • We will protect and celebrate what makes Aston Villa unique.
  • The club’s heritage assets — name, crest, colours, and Villa Park itself — are safeguarded under both the Football Governance Act 2025 and the club’s Fan Engagement Plan.
  • We will help ensure that any changes to these assets are undertaken transparently and with meaningful fan consultation.
  • Projects such as the North Stand expansion will be treated as part of our living history — modernising while preserving the memories and identity embedded in every brick.

Celebrate the Everyday

  • Villa culture lives in the ordinary moments that unite supporters — the songs, flags, friendships, and rituals that make a matchday special.
  • We will work with groups such as the 1897 Group to support atmosphere and flag projects, and with the Lions Clubs network to share stories from Villa supporters across the world.
  • Together we will celebrate the everyday culture that turns shared passion into lifelong connection.

Amplify Fan Voices

  • Our strength lies in our diversity.
  • We will ensure that fans from every background — and every corner of the Villa community — have opportunities to share ideas, feedback, and experiences.
  • Through open forums, surveys, and ongoing dialogue with the club’s Supporter Services team, we will listen, learn, and act.
  • This group will serve as a bridge between supporters and senior management, helping the club’s values come to life through genuine collaboration.

Bridge Past and Future

  • Our goal is to ensure that Villa’s culture remains inclusive, rooted in history, and proudly future-focused.
  • Aston Villa’s story is more than 150 years old — and still being written.
  • We will honour the traditions that define the club while embracing innovation and progress.

Culture Group News

  • Punjabi Villans Vaisakhi event, this Sunday.
    Punjabi Villans, one of the recognised EDI fan groups by, are holding a Vaisakhi event on Sunday 19th at Villa Park ahead of the Villa v Sunderland game. The event is being held in the McGregor area (Trinity Road) from just after the players have arrived and gone into the ground. 12.45-1.15pm. What is Vaisakhi… Punjabi Villans Vaisakhi event, this Sunday.
  • Have your say on VAR
    The FSA (Football Supporters Association) are once again launching a VAR survey for Premier League supporters, primarily aimed at matchgoing fans.  Their last survey received 33,000 responses, and they are looking for our help to share this one far and wide. This is an pportunity for supporters to share their views on VAR since its inception. The… Have your say on VAR
  • FAB matchday drop-ins launch this weekend
    During our ongoing discussions with the club we have agreed a series of Matchday drop in sessions, where we as a FAB will be available to discuss issues prior to games. The first drop-in will take place in the Holte Pub from 12.30-2.30pm on Saturday, February 21 – prior to our Premier League fixture against Leeds.… FAB matchday drop-ins launch this weekend
  • IFR – Frequently Asked Questions
    The FSA (Football Supporters Association) has produced a document that acts as a basic FAQ guide to the range of powers that the IFR (Independent Football Regulator) has, and the circumstances in which they might be used. The document is based on the FSA’s reading of the legislation and the intentions of the IFR based… IFR – Frequently Asked Questions
  • Why Community Matters: What Fair Game’s New Report Means for Aston Villa
    The FAB Culture Working Group wants to draw supporters’ attention to a new report published by Fair Game, a UK-based football governance think tank. Its findings strongly reinforce something Villa supporters have long understood instinctively: a football club’s long-term strength is rooted in its identity, culture, and community, not just league position. About Fair Game… Why Community Matters: What Fair Game’s New Report Means for Aston Villa

Meet the Culture Group

Grant Adams
Craig Hamilton – Culture Group Lead
Jag Kalaar

Contact The Culture Group

To discuss working with the Accessibility group, or to raise an issue, please contact: culture@avfcab.org