Aston Villa could generate a large sum by selling the naming rights of their stadium, Villa Park
Aston Villa's president of business operations Francesco Calvo
Aston Villa's president of business operations Francesco Calvo
Recently appointed president of business operations Francesco Calvo has a big job on his hands at Aston Villa.
The club is restricted in the transfer market by its revenue, which is significantly less than that of the Premier League’s big six commercial clubs.
It’s a battle that Newcastle United are fighting too, despite both clubs qualifying for the Champions League over the past three seasons.
Villa even reached the last eight of the competition last season, which boosted their revenue as a result of prize money, but they have not been allowed to kick on this summer and spend like their domestic rivals.
Calvo replaced Chris Heck as the club’s financial chief earlier this summer. He is tasked with expanding the club’s opportunities to bring in money and therefore raise the ceiling of what the football department can spend as a result.
There are certain areas of the football club where Calvo will look into to generate funds, while some were untapped by Heck.
One example is stadium naming rights at Villa Park, but speaking in an interview with The Times, Calvo admits it’s not at the forefront of his mind just yet.
“It hasn’t been a top priority up to now. We know Villa Park is a historical name and we cannot change the name. That’s a given. But [an alternative] is something we can look at, absolutely, in time.”
Asked about other sponsorship deals that are more likely in the short term, Calvo explained: “We have the training ground, the training kit. We have the jersey coming up next year, so we have a lot of inventory and we focus on that.”
The Premier League’s Profit and Sustainability Rules and UEFA’s squad cost ratio rules determine that Villa must raise their revenues to spend more.
It’s an unfair system that allows the big six commercial clubs to loosen their purse strings despite their on-pitch performance, good or bad.
“The rules of football are a concern. A limiter,” Calvo added. “There are limits to how much the owners can invest, which then [improves] performance on the pitch, which drives revenues. Though I do believe, with the performance we have already, we have room to grow revenues.
“On one side, football was a disaster in terms of losses until a few years ago and the situation has been improving thanks to the rules. However, on the other, the rules create a limit to invest to compete at the highest level.
“So it’s kind of restricting competition. There are the usual suspects competing in every country and let’s say that’s an element of concern for us.”
Get your Aston Villa pre-season special edition of the Birmingham Mail
It promises to be an exciting season ahead for Aston Villa as Unai Emery's side look to build on last season's efforts and will look to finish even higher this time around.
Despite not achieving the same feat of the 2023/2024 season by securing a UEFA Champion's League spot — the 2024/25 campaign proved to be a decent one for the Villains. Villa managed to get into continental football by qualifying for the Europa League and will play their third consecutive season of European competition.
It looks as though there is a lot to look forward to this coming campaign. And with that in mind, we have produced our Aston Villa 2025/26 Kick-Off special — our brilliant guide to the new season.
Our team will help you navigate through what to expect from your team this coming season, turn the spotlight on Emery while also providing in-depth analysis and opinion on your club. We look at the summer's biggest signings, check out each ground, study the managers - new and old - and test your knowledge with our Premier League quiz.
And we also have a full fixtures guide so you don't miss a game in what is set to be a thrilling season. The guide is available at retailers from August 6 but can be pre-ordered online now and it is a must have for any Aston Villa fan. It is the perfect accompaniment to the season and you can own it before the squad's opening fixture of the Premier League when they welcome Newcastle United to Villa Park on Saturday, August, 16.
Priced £3.50, pre-order your copy nowfrom our online store and get it delivered direct to your door.
Available to purchase in most supermarkets, high street retailers and independent newsagents in Birmingham from August 6, 2025. For online purchases, postage and packaging applies. Worldwide shipping is available.