Levy announces 10-year partnership with Aston Villa
The partnership also includes Aston Villa’s training ground – Bodymoor Heath – where nutrition and performance chefs feed players from the men’s, women’s and Academy teams
Levy UK and Ireland has announced a 10-year extension of its long-standing partnership with UK football club Aston Villa.
The extension builds on a collaboration between Aston Villa and Levy, who most recently partnered on the redevelopment of Villa Park’s hospitality spaces last summer.
In the span of a 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.
The partnership also includes Aston Villa’s training ground – Bodymoor Heath – where nutrition and performance chefs feed players from the men’s, women’s and Academy teams.
As part of the collaboration, 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, 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.
The venue offers menus from some of Birmingham’s street food vendors, including Digbeth-based Pietanics and Flying Cow, Street Souvlaki and The Currywurst. Additionally, Aston Villa will offer a wider range of hospitality services that cater to “all price points”.
Chris Heck, president of Aston Villa, said: “We are only as good as the company we keep, and we want best-in-class partnerships. 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.”
Jon Davies, chief executive officer of Levy UK + Ireland, added: “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.”