Aston Villa Women draw on history and fan engagement to build identity

Aston Villa Women are using a history project, changes to the matchday experience and a growing off-field staff to strengthen the club’s identity as they prepare to face Birmingham City in Sunday’s Women’s Super League derby.

The match at Villa Park comes 30 years after the team officially adopted the Aston Villa name. The club is also researching its earlier history through a project called Roots, Rise and Reach, which has already uncovered a 1957 newspaper report about a game between an unofficial Villa Ladies side and Birmingham.

Managing director Maggie Murphy told BBC Sport that understanding the team’s past could help give it a stronger sense of identity. Interim manager Brian Sorensen said Villa wanted to be hard-working and humble, with a clear approach to attacking and defending.

Villa’s efforts extend beyond the pitch. The club says it is working to grow attendances as part of a five-year strategy. After seeking feedback through fan forums, it has changed ticket age categories, introduced hospitality season tickets and put on podcasts with former players and comedians. It has also advertised matches using mobile digital screens around the country.

Murphy said the aim was to attract floating women’s football fans and turn some into regular supporters, while generating revenue to invest in the team. She said the women’s business operation had grown from two fully dedicated staff members last year to nine today.

Villa sit ninth after two wins and four draws in their first nine league matches. They drew with Arsenal earlier this month and beat Birmingham on penalties in a Women’s League Cup tie. After Sunday’s derby, they are due to face newly promoted Charlton.

Murphy said Villa were still in a transitional phase, as was women’s football more broadly, and that the club needed to recognise the work of those who came before while steadying the team’s progress.