Aston Villa announce multi-million-pound Villa Park update as Adidas deal and crest teased

Aston Villa news from BirminghamLive as the club confirm huge project to improve merchandise offerings

Aston Villa fans will notice some changes around Villa Park on Monday night and at the start of next season as work continues to improve the stadium and its surroundings.

The club’s president of business operations Chris Heck revealed back in December that he was shelving plans to take Villa Park’s capacity up to 50,000. The blueprint drawn up by former CEO Christian Purlow was scrapped, meaning Villa will continue to play in front of a full house rather than some 36,000 given that the North Stand was going to be demolished in June.

Villa’s new plans to increase capacity are yet to be revealed, but Heck has confirmed several elements of his strategy, which include improvements to hospitality and merchandise.

He explained to Villa TV: “We are going to do a little bit of work. We are going to put in rail seating [in the Holte End] and we’re going to put in new seats, but we are not going to change any of the banners or anything else, other than just cleaning things up a little bit.

“Over the next two summers, we are going to continue to clean it up and reimagine all of our premium seating. We are working on a concert venue that is for pre- and post-game, and we’re going to have an entertainment zone. You’ll also have a new superstore. That’s the vision.”

Heck added: “I have spent time watching the Holte End every single game and it is truly extraordinary. What they bring to Villa Park makes this place so unique and so special, and what I’ve learned is that you know leave it alone.

“So we haven’t had that conversation [about moving]. There is nothing planned, and I don’t expect to see it in my lifetime.”

The club are due to announce a new kit deal with Adidas shortly as well as a new crest. Supporters have noticed that the club’s new badge is being painted on the wall of the former Stumps building off Witton Lane.

There is also an outline of the Adidas logo, with the word ‘prepared’ in block capitals seen further along the wall.

Villa have also confirmed that they will be closing the club shop after Monday night’s Premier League against Liverpool “to allow a considerable schedule of works to commence ahead of a multi-million-pound project that will transform our club store and double its size.”

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