March 13 – Aston Villa have announced a major 10-year extension to their partnership with Levy Ireland, continuing a collaboration that has already transformed the hospitality and food experience at Villa Park.
The extended agreement follows last summer’s extensive redevelopment of Villa Park’s hospitality areas, which saw the introduction of 1,300 new premium and general admission plus seats. Levy played a key role in the project, spearheading a food-led redesign that modernised kitchen facilities and introduced new menus aimed at elevating matchday dining.
But the partnership isn’t just about fine dining for fans. Levy’s influence extends to Bodymoor Heath, where its nutrition and performance chefs are responsible for fuelling Villa’s men’s, women’s and academy squads. From the terraces to the training ground, the club are doubling down on their commitment to high-quality, performance-driven catering.
Technology has also been a cornerstone of the collaboration, with Levy rolling out a suite of innovations at Villa Park, including self-order units, frictionless kiosks and self-pour drink stations, reducing queues and enhancing the speed of service.
Sustainability has been on the agenda too, with seaweed-based biodegradable packaging introduced across the stadium through Levy’s partnership with Notpla.
Since the arrival of Chris Heck from the Philadelphia 76ers in 2023, Villa’s business operations have taken an ambitious turn, with commercial growth and fan experience at the heart of the club’s strategy.
“We are only as good as the company we keep and we want best-in-class partnerships,” said Heck, Villa’s president of business operations. “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, commented: “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.”
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