Aston Villa must rediscover their home form and harness the power of a Villa Park backing as they enter the final third of the season
Fans of Aston Villa in the draw against Leeds United
Fans of Aston Villa in the draw against Leeds United(Image: Getty Images)
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Unai Emery needs to find answers to recover Aston Villa’s home form, but what happens in the stands is arguably just as important as what happens on the pitch.
The 1-0 defeat to Everton in January ended Villa’s 11-match winning run in B6 - which stretched from September 25 to January 3 - but Emery’s side haven’t responded well to that shock loss.
Brentford then came to Villa Park to claim a surprise 1–0 victory too, doing so with 10 men in the second half, before Brighton were beaten thanks to what went down as a late Jack Hinshelwood own goal.
Tammy Abraham came off the bench on Saturday to rescue a point for Villa against Leeds United last time out - another late goal at the Holte End - but performances in front of home supporters since the turn of the year are a cause for concern.
After the 1-1 draw with relegation-threatened Leeds, Emery claimed that his side’s performance wasn’t dissimilar to many of the games Villa had won during their long streak earlier in the season.
But while Villa have won only one of their last four home league matches - scoring just twice, both late on - the atmosphere has felt unfamiliar.
When Villa Park gets going, there are few places you would rather play your football - and, as an opposition player, few you would rather avoid.
One reason for the shift in atmosphere is the sense that the club must win now - because what happens if they do not?
It feels like “do or die” under Emery, who has become the difference between Villa merely attempting to compete for European football and genuinely punching above their financial weight to challenge for Champions League qualification for three successive campaigns.
The UEFA Champions League represents the quickest route to bridging the gap to the Premier League’s six biggest commercial clubs.
Matching the revenue streams of the so-called 'big six' will take years, but participation in UEFA’s elite competition - and the tens of millions of pounds that come with it - would provide a significant boost.
Without it, the consequences are clear: player sales and competing in tournaments that are far less commercially lucrative than the Champions League.
Every Villa supporter understands the financial constraints imposed by UEFA’s squad cost rules, which are in part linked to club revenue.
That awareness breeds a nervous energy inside Villa Park when performance levels dip, and the aura of invincibility at home has faded.
Meanwhile, it was absurd that ticket prices for the Leeds match, which cost adults an average of £76. By contrast, tickets for the fourth round FA Cup tie with Newcastle United were more accessible: £25 for adults, £20 for over-66s, under-21s and armed forces, and just £10 for under-18s.
Before being knocked out of the FA Cup with 10 men, Villa were leading at half-time, with Emery reflecting afterwards: “The first half was fantastic - how we competed and were winning, transmitting our energy again.
“The supporters created a great atmosphere, helping us today. I felt something that maybe I missed in the last matches - the energy, and the players’ good mood.”
Adult tickets for the Everton match ranged from £58 to £92 as a Category 3 fixture, while Brentford and Brighton games were priced between £47 and £69. Saturday’s visit of Leeds - also Category 3 - sparked further backlash.
It was the first Saturday 3pm kick-off at Villa Park in over a year, yet tickets were still available the day before the game, and the atmosphere felt far from vintage Villa Park.
There is a strong argument that more accessible ticket pricing would improve the atmosphere.
The club must be mindful that its ticketing strategy risks pricing out loyal supporters - some of whom regularly backed the team at Villa Park but can no longer afford to do so.
Goodwill can erode quickly, particularly if in future seasons Villa are not competing near the top of the table, for European trophies, or in the Champions League.
Supporters paying significant sums understandably expect a performance - and, more often than not, a result.
Price increases alongside on-pitch improvement were perhaps inevitable. But charging an average of £76 for an adult to watch newly promoted Leeds brings expectation - even if only subconsciously - that Villa will deliver an entertaining display.
So when Leeds began the match like the home side in the opening half-hour, the lack of noise from the stands was noticeable. That quickly turned to frustration when Anton Stach curled in a stunning free-kick from 30 yards.
Villa have played five of their last six games at home - a perfect chance to build momentum heading into the final third of the season - but only beat RB Salzburg and Brighton through late goals in that time.
The might and power of a Villa Park backing is desperately needed as the club chases Champions League qualification and Europa League glory, yet the reasons it hasn’t fully materialised in recent weeks are as fascinating as they are concerning.
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