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

August 2026 FAB Meeting with Aston Villa – Key Updates for Supporters
The Aston Villa Fan Advisory Board (FAB) met with representatives of Aston Villa on Thursday 20 August 2026 for the first meeting of the new season. The meeting was held at Villa Park, with some members joining online, and covered the club’s summer activity, progress on the stadium, matchday improvements and the club’s answers to… August 2026 FAB Meeting with Aston Villa – Key Updates for Supporters
Travelling in Europe? Support and guidance for Villa away fans from Football Supporters Europe
With Aston Villa competing in Europe this season, many supporters will be planning trips abroad. The FAB has been in contact with Football Supporters Europe (FSE), the organisation that represents fans across the continent, and we want to pass on some of the help and guidance they have made available to travelling supporters. Help from… Travelling in Europe? Support and guidance for Villa away fans from Football Supporters Europe
Christmas and New Year fixtures released early: a win for matchgoing fans
Supporters planning their festive travel will be pleased to hear that the Premier League has agreed to release the Christmas and New Year fixtures now, giving fans more than three months’ notice. The Aston Villa Fan Advisory Board (FAB) welcomes the announcement, and we want to congratulate the Football Supporters’ Association (FSA) on the work… Christmas and New Year fixtures released early: a win for matchgoing fans
The money exists: why the FAB backs the FSA’s call to Stop Exploiting Loyalty
The Aston Villa Fan Advisory Board (FAB) is proud to support the Football Supporters’ Association (FSA) and its latest call on ticket pricing, set out in a powerful new article: The money exists to Stop Exploiting Loyalty. We would encourage every Villa supporter to read it. What the FSA is saying The FSA’s argument is… The money exists: why the FAB backs the FSA’s call to Stop Exploiting Loyalty
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