Revamping Aston Villa: A Comprehensive Club Transformation

Source: Aston Villa

It has been almost a year since Chris Heck became Aston Villa's president of business operations. Shortly after he joined the club, a new club crest was introduced, which was the first major change to Aston Villa's brand identity since 1992.

Heck admits that he was caught off guard by this change, as he had originally intended to spend his first six months on the job observing and creating a three-year plan. However, his plans had to be adjusted quickly.

Heck joined the club after serving as president of the US basketball team Philadelphia 76ers. He started as the chief sales and marketing officer in 2013. He did not plan on altering the club's crest when he first joined. The previous shield had been in place for 31 years, and Heck valued the sense of "continuity" it brought to the Villa brand.

However, upon his arrival, Heck was surprised to find that the crest had been changed without his knowledge. It was a sudden and unexpected development for him.

The club is now reverting back to a modernized version of its old crest as part of a complete rebranding effort.

"We're making improvements," Heck says. This time, Aston Villa has conducted extensive consultations with its fans, addressing previous feedback that the previous options were limited in choice.

The club was run on efficiency as opposed to ambition.

Chris Heck, Aston Villa

Football club rebrands can be quite challenging. Aston Villa, for example, faced criticism from fans who felt they were not properly consulted about the decision to change to a circular logo.

Similarly, other clubs have also experienced backlash from both fans and the media. Leeds United, for instance, redesigned its crest in 2018 but quickly reverted back to the original design after a petition with 77,000 signatures urged the club to reconsider.

Heck claims that the Aston Villa rebrand goes beyond just changing the crest. It also involves improving business practices, setting higher expectations, and fostering a positive attitude and belief in the team's potential.

According to Heck, simplicity is key when it comes to designing crests and logos. The goal of the rebrand was to keep things straightforward and avoid overcomplicating the design.

Financially, Aston Villa has faced challenges recently, experiencing a loss of £119.6m after tax in the financial year ending 31 May 2023, a significant contrast to the £300,000 profit from the previous year. However, there is optimism that the club can reverse its fortunes with strategic initiatives in place.

Looking Ahead: Global Expansion

The club aims to expand its global presence through a rebrand, ambitious international goals, and participation in the prestigious Champions League next season. Additionally, operational improvements and an enhanced in-house marketing team are expected to play a key role in Aston Villa's journey towards financial stability and success.

Source: Aston Villa

Aston Villa has made a remarkable comeback to the Champions League after 42 years, following their promotion back to the Premier League in the 2018/19 season.

This achievement is no accident. Heck and his team managed to complete a three-year project in just one year, aligning perfectly with the club's success on the field.

"We're expanding this club globally," Heck mentions, as he directed his team to analyze social media data to identify countries with a fan base outside of the UK. The club believes it has 300 million fans worldwide and aims to increase this number to match competitors such as Manchester United and Real Madrid, who have established themselves as global brands.

Initially, the focus of the strategy for global expansion was on creating content, according to Heck.

"How can we expand our reach and tailor our approach to cater to individuals from different countries?" he inquires.

To establish itself as a worldwide brand through the club rebrand, Aston Villa is leveraging its existing pool of talent. For instance, the men's team goalkeeper Emi Martinez is a World Cup champion. Additionally, Heck commends Alisha Lehmann, a forward on the women's team who boasts the highest number of Instagram followers among female footballers, exceeding 17 million.

Global brands require support from key players working behind the scenes. According to Heck, the company has grown significantly in the past year, expanding teams in graphic design, marketing, sales, and operations.

Aston Villa is undergoing a transformation by bringing operations in-house and completing the entire rebranding process internally as part of its turnaround strategy.

He explains that his goal was to control their own destiny and bring everything in-house. This includes bringing in everything possible to control their customer experience, brand experience, and revenue opportunity.

Merchandising will also be internal to give the club control of everything.

Breaking the mould

Source: Aston Villa

In short, Aston Villa has achieved a full brand and business audit, and rebranded within a season.

One of the club's unique brand assets is its claret and blue color scheme, which was later copied by West Ham and Burnley, something Heck finds amusing. It was crucial during the rebranding process for Aston Villa to ensure that they remained "distinctive as being the first" to adopt these colors.

The club had been partnered with Castore for their kits since the 2022/23 season, but Heck decided to end the deal one year ahead of schedule.

"Our kit was falling apart on us and I came to the conclusion this was not going to work," he says with brutal honesty.

The kit for the 2023/24 season was a struggle for players, tearing easily and becoming darker as games and training went on as it was not absorbing sweat properly. Reports at the beginning of the season suggest the club's female players were also uncomfortable with the look. Heck calls this a "disaster".

This is the club that’s going to break the mould.

Chris Heck, Aston Villa

Breaking ties with Castore was a huge hassle, but now the club has partnered with Adidas for its kits. The decision was made with the players and fans in mind to ensure we got it right.

When Heck started assessing Aston Villa's kit partnership, it led to a thorough examination of all the club's other agreements.

"We decided to start fresh by ending relationships that weren't beneficial financially," Heck says. They also parted ways with partners who were not aligning with the club's new "mindset."

New leadership teams often feel the urge to make immediate changes. In the case of Aston Villa, Heck argues that their rebranding decision was a wise one. He believes that the club's previous focus on efficiency over ambition was holding back its growth and brand development.

Heck is determined not to settle for mediocrity as he discusses the immense opportunity he envisions for the club in its 150th anniversary year. He firmly believes that this club will defy expectations and set new standards in the industry. The Premier League's elite echelon is experiencing a transformation, with the traditional 'big six' undergoing changes. Aston Villa, surpassing teams like Chelsea, Tottenham Hotspur, and Manchester United in the current season, demonstrates the club's promising future that drew Heck's interest.

Aston Villa caught my attention because it operates in a large market, has a rich history, and recently appointed an exceptional coach. The combination of these factors convinced me that this club has the potential to make a significant impact and break away from the norm. This is why I made the decision to join Aston Villa.

Editor's P/S:

Aston Villa's recent rebranding and business transformation, spearheaded by newly appointed president of business operations Chris Heck, is a captivating story of bold strategy and ambitious vision. Astonishingly, within a single year, Heck has overseen a comprehensive brand overhaul, from the introduction of a modernized crest to the implementation of operational improvements. The club's financial struggles have not deterred its determination to expand its global presence, with a focus on tailored content strategies and leveraging the influence of key players like Emi Martinez and Alisha Lehmann.

Heck's approach to rebranding has been both strategic and pragmatic, focusing on simplicity, customer experience, and internal control. The decision to sever ties with Castore and partner with Adidas exemplifies the club's commitment to quality and player satisfaction. By aligning the rebranding efforts with the team's success on the field, Aston Villa has created a compelling narrative of transformation. Heck's unwavering belief in the club's potential and his determination to break the mold are inspiring, suggesting that Villa is poised for even greater heights in the future.