Aston Villa F.C. has extended its long-standing partnership with Compass Group sports and entertainment business Levy UK + Ireland by a further 10 years.
The extension will build on a collaboration that has already redeveloped hospitality spaces at the professional football club.
In the span of a tight five-month timeline, Aston Villa and Levy transformed 14 pre-existing hospitality areas and created three brand-new spaces at Villa Park. The redevelopment also expanded the stadium’s premium seating options, with an additional 1,300 seats designated as either General Admission Plus or Premium. Central to the redesign was a food-led redevelopment strategy, which included the renovation of kitchen facilities, and the introduction of new menus designed to elevate the matchday experience. The partnership also includes Aston Villa’s state-of-the-art training ground – Bodymoor Heath – where nutrition and performance chefs feed players from the men’s, women’s and Academy teams.
Our collaboration with Levy is exactly that – a true partnership with the best in the hospitality space.
At the heart of the collaboration is a commitment to excellent fan experience; Levy has brought a range of new technologies to Villa Park, including self-order units, frictionless kiosks, and self-pour options, all designed to enhance the speed of service and reduce dwell times. Moreover, with this extended partnership, Aston Villa now offers a wider range of hospitality services that cater to all price points, setting a new benchmark not only within the Premier League but across the entire sporting world.
“We are only as good as the company we keep, and we want best-in-class partnerships,” says Chris Heck, President of Aston Villa. “Our collaboration with Levy is exactly that – a true partnership with the best in the hospitality space. We’re incredibly proud of what we achieved together in such a short time frame last summer and are excited to see what we can accomplish over the years to come. Innovation and improvements will continue across Villa Park to cement our status as a world class venue.”
Sustainability has also been a key focus of Levy and Aston Villa’s ongoing partnership. Levy’s exclusive partnership with sustainable packaging innovators, Notpla, has seen seaweed-based, biodegradable food packaging used across Villa Park. The partnership has also prioritised sustainable and locally sourced food options and vendors.
Jon Davies, Chief Executive Officer of Levy UK + Ireland, says: “We are delighted to extend our partnership with Aston Villa and continue our journey towards a more sustainable future. This collaboration allows us to showcase our dedication to innovation in food, technology, and sustainable practices, all while delivering exceptional experiences for the Villa fanbase.”
Levy, through its partnership with street food pioneers KERB, has curated a lineup of exemplary local independent vendors for Villa Park. The venue offers menus from some of Birmingham’s leading street food vendors, including award-winning Digbeth-based Pietanics and Flying Cow (previous winner of Britain’s Best Street Food Burger), as well as bolder European flavours as served up by Street Souvlaki and The Currywurst. This focus on local talent and produce reflects Aston Villa’s commitment to stimulating growth in the West Midlands and supporting local business.
The continued collaboration between Aston Villa and Levy will undoubtedly shape the future of the fan experience, combining world-class hospitality with a commitment to innovation, sustainability, and community.
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