Fan Engagement & Communication Working Group

Our Purpose

The Fan Engagement & Communication Working Group exists to strengthen the matchday and non-matchday experience for every Aston Villa supporter. Our aim is to ensure that fans feel informed, welcomed, connected, and valued — with clear communication, engaging matchday environments, and a supporter journey that reflects the standards and ambition of our club.

We focus on three core areas:

Matchday Experience — customer service, catering, hospitality, wayfinding, concourse experience, safety, and overall enjoyment.
Fan Engagement — building connection before, during and after matches, ensuring fans feel informed, relaxed, entertained, and part of our wider Villa community.
Communication — ensuring clarity and consistency of messaging across ticketing, loyalty schemes, and key supporter moments.

Our role is to work with the Club to elevate the supporter experience to a “best-in-class” standard across the Premier League.

Our Mission

Understanding Supporters’ Needs

We will listen to fans through surveys, comments, digital feedback, social media insights, and direct supporter conversations.
By analysing the full matchday journey — from arrival to departure — we will help identify opportunities for improvement and work with the Club to turn insights into action.

Enhancing Matchday Spaces

From fan zones and pre-match activities to concourses and hospitality, we will support the development of vibrant, well-run spaces that reflect the energy and identity of Aston Villa.
This includes ensuring that the refurbishment of the North Stand is clearly communicated and that the matchday experience remains positive during periods of development.

Improving Catering & Concourse Experience

Food and drink should be high-quality, good value, and accessible.
We will provide structured feedback on variety, pricing, queue management, and hospitality, and encourage operational improvements that enhance efficiency and enjoyment.

Clear, Consistent & Supporter-Centred Communication

Supporters should always feel informed.
We will work closely with the Club and the Ticketing Group to improve communication on season tickets, memberships, loyalty mechanics (Pride Rewards & Retention), ticket windows, renewals, and key matchday information — ensuring there is “one clear voice of Aston Villa”.

Supporting New & Existing Supporters

Villa Park should feel welcoming to long-standing fans and new supporters alike.
We will help the Club create an inclusive environment for families, first-time visitors, and underrepresented groups, while ensuring the traditions and expectations of long-standing supporters remain respected and understood.

Benchmarking & Best Practice

We will assess Villa Park’s matchday experience against comparable clubs, industry standards, and supporter expectations — ensuring that Aston Villa continues to raise the bar for fan experience across the league.

Our Objectives for 2025/26

Matchday Experience & Supporter Insights

Review and analyse the 2025/26 Villa Park Matchday Experience Survey.
Assess survey reach and explore incentives to increase representation.
Work with the Club to convert insights into a prioritised action plan.
Review supporter comments via social media, official inboxes, and IFO submissions.

Fan Zones, North Stand & Stadium Development

Support development of fan zones and warehouse activations.
Ensure refurbishment updates are communicated clearly and early.
Maintain a positive matchday environment during redevelopment.

Catering & Concourse Enhancements

Provide strategic input on food and beverage variety, value, accessibility, and quality.
Encourage operational improvements to reduce queues and improve satisfaction.

Supporter Feedback & Benchmarking

Review supporter feedback mechanisms across the season.
Benchmark Villa Park’s experience against comparable clubs.

New & Existing Supporter Engagement

Support initiatives aimed at families, first-time attendees, and underrepresented groups.
Ensure long-term trends (renewals, age profile, GA/GA+) are understood and acted upon.

Communication

Support the relaunch of loyalty mechanics with clear and accessible messaging.
Work with Ticketing to deliver a clear communication plan for renewals, sales windows, and pricing.

FEC Group News

Membership Pack Delays
The Fan Advisory Board (FAB) has been engaging with the Club regarding Membership arrangements and fulfilment issues since October 2025. At the FAB meeting on 27 October, the issue first emerged during a wider discussion about how the Membership programme operates across the season. In the published minutes of that meeting, the Club explained: “Please note that… Membership Pack Delays
Our First 100 Days — A Message to All Aston Villa Fans
Welcome to the new online home of the Aston Villa Fan Advisory Board (FAB) — and thank you for being here. Today marks 100 days since our first official meeting with the Club on 26th August, and we wanted to take a moment to share what we’ve achieved, what we’re building, and how you —… Our First 100 Days — A Message to All Aston Villa Fans
1897 Group ‘Bring a Scarf’ initiative
The 1897 Group are a collective of Villa supporters who are committed to enhancing the matchday atmosphere at Villa Park, regularly consulting with the club on tifos and other displays. They crowdfunded, designed and carried out the Remembrance Sunday display in the Holte End v Bournemouth last month, and have implemented permanently the fan-funded flags on an… 1897 Group ‘Bring a Scarf’ initiative