Aston Villa has announced a 10-year extension of its partnership with Levy UK + Ireland, the sports and entertainment division of Compass Group UK & Ireland. The renewed agreement builds on a long-standing collaboration, which most recently saw the successful redevelopment of hospitality spaces at Villa Park last summer.
Major stadium redevelopment
In just five months, Aston Villa and Levy transformed 14 existing hospitality areas and introduced three new spaces at Villa Park. The expansion also saw the addition of 1,300 new premium seating options, classified as either General Admission Plus or Premium.
A key focus of the redevelopment was a food-led strategy, involving kitchen upgrades and a refreshed selection of menus designed to enhance the matchday experience. The collaboration also extends to Aston Villa’s training facility, Bodymoor Heath, where nutritionists and performance chefs cater to the club’s men’s, women’s, and academy teams.
Innovative hospitality and technology
As part of the extended partnership, Levy has introduced a range of new technologies to Villa Park, aimed at improving service efficiency and fan experience. These include self-order kiosks, frictionless payment options, and self-pour drink stations, all designed to speed up transactions and reduce waiting times.
The enhancements also extend to the club’s hospitality offerings, with a greater variety of experiences now available at different price points. The improvements position Villa Park as a benchmark for fan hospitality, not just within the Premier League but across global sporting venues.
“We are only as good as the company we keep, and we want best-in-class partnerships,” said 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.”
Sustainability at the forefront
Sustainability remains a key priority for both Aston Villa and Levy. The partnership includes the use of biodegradable, seaweed-based food packaging developed by sustainability firm Notpla. In addition, the club has prioritised locally sourced food and eco-conscious vendors as part of its commitment to reducing its environmental impact.
Jon Davies, Chief Executive Officer of Levy UK + Ireland, said: “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.”
Local food vendors take centre stage
Through its partnership with street food collective KERB, Levy has also introduced menus from some of Birmingham’s top independent vendors. Among them are Pietanics, known for its award-winning pies, Flying Cow, a previous winner of Britain’s Best Street Food Burger, and Street Souvlaki, offering bold Mediterranean flavours.
The extended collaboration reinforces Aston Villa’s commitment to innovation, sustainability, and community engagement, ensuring that Villa Park remains a world-class venue for years to come.