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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

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