After over a decade of decline, Aston Villa fans have enjoyed success in recent years on the pitch – regaining Premier League status and progress under the stewardship of Unai Emery. 2023 has been a record-breaking year on the pitch.
One of the biggest cliches in football is that it is a game of two halves. It could be said of the off-field matters at Aston Villa when compared to the team’s playing success. Fans have stomached above inflation price increases against the backdrop of a cost-of-living crisis. However, there was the new North Stand and crest to look forward to. How wrong they were.
A change in the senior management structure in May 2023, with the arrival of Chris Heck to steer non-footballing operations, led to an about-turn on the new crest and the withdrawal of access to the Holte Suite for season ticket holders without any due consultation. The everyday fan facing price increases and a deterioration in the matchday experience.
The process of consultation should be a constructive exercise. It should be a genuine process focusing on mutual discussion and solution rather than ticking a box to fill the Premier League’s Fan Engagement Standards. The Club’s commitment to consultation must be questioned with the handling of supporter issues. Last year we highlighted the poor communications to fans. Season ticket holders displaced with the introduction of disabled seating in the Holte End. There were the methods the Club adopted in selling Terrace View seats. Most recently the Club’s announcement to ditch the round crest – voted for by fans. It goes against the spirit of fan engagement and the Football Association’s guidance on changes to a club’s crest.
New Crest
There was much fanfare by the Club in November 2022 over the supporter engagement process, with 21,500 fans taking part and 77% voting for the round crest. Only 8% voted to keep the Lerner shield. Only for the Club to revisit the crest last October as the round badge did not have the desired effect which had been hoped when it was introduced. An evolution of the current crest beckoned. Though the Club only received 16,000 responses on the second vote. By desired effects we understand this as shirt sales. The issue is not the crest design but the cost and quality of the shirt. In addition, knowing that the round crest is temporary. Not adopting the round crest in the ground and digitally probably does not help either in defining a clear marketable identity.
Roll on 13 months from the original crest launch to December 2023, the Club has registered a variation on the ‘Lerner’ crest, on 20th December, with the Intellectual Property Office.
Coincidentally, the Fan Advisory Board did not see the latest design until the evening of 20th December. The FAB was not afforded the opportunity to input into the design process second-time around. We were previously told that there would be no further consultation with the FAB and it was to be left with the professionals. Whereas Chris Heck stated to Villa TV on 19th December, “we are working very closely with supporter groups and individuals that are fans. The crest is for the fan. It is worn by the players and it is for the fan.” Other than the October survey to individual fans, we are not aware of any further input from supporter groups.
Feedback on social media shows that fans are not convinced by the latest design. The new crest has been described as a “Microsoft Paint monstrosity”, “cartoony”, “uninspiring” and “unprofessional”.
The Club has missed an opportunity by not getting further feedback from fans, there could have been subtle changes to the round design. What is evident is that the Club has disregarded the output from the original survey. Fans previously expressed that the crest required an injection of more claret. There was no attachment to the current crest and yellow lion. Plus, a desire for the lion to be rampant. So, how have we ended up back with a yellow lion and shield design?
Irrespective of individual opinions, the round crest had a clear mandate. Where is the consultation and insight second time around in accordance with the FA guidelines? The Club must be able to evidence that the majority of its supporters are in favour of the changes. Surely fans are entitled to a vote – round badge or shield. The FAB has contacted the Football Association to express concerns the Club has not engaged in sufficient consultation.
Fans are seriously concerned about the disparity between all the good things happening on the pitch versus chaos off it.