Digital transformation strategy

Aston Villa Football Club

The digital future starts now

Holistic digital strategy to support Aston Villa’s growth objectives

Aston Villa is one of the most iconic football clubs in England. To remain competitive both on and off the pitch, the club is embracing digital transformation. adesso supported Aston Villa in developing a comprehensive digital strategy aimed at commercial growth – with a clear focus on fans, efficiency, and scalable IT infrastructure.

Approach

Goal Definition and Structuring

A structured approach to digital transformation

In close collaboration with the club, digital initiatives were defined and structured into four core areas:

  • B2C
  • B2B
  • Cross-Operations
  • IT Services

Workshops and Analysis

Understanding systems – unlocking potential

adesso conducted workshops, analysed fan and partner data, created a system mapping to identify redundancies, and assessed the existing IT infrastructure. Ideal fan journeys and cross-functional requirements were also defined.

Interviews and Requirements Engineering

Involving all perspectives

Key stakeholders from all core areas were interviewed to identify revenue drivers. Specific digital levers were then derived to support revenue growth.

Strategy Development

From insights to roadmap

All findings were consolidated into a cohesive digital strategy – including a business plan, budget, and a prioritised roadmap.

Added value for Aston Villa

  • Strategic Clarity: Holistic digital strategy to support growth objectives
  • Efficiency Improvement: Reduction of system redundancies and process automation
  • Fan-Centric Approach: Development of a 360° view of fans and personalised support
  • Scalable Infrastructure: Technological foundation for future digital initiatives
  • Stronger Fan Engagement: Increased satisfaction through optimised service and cross-channel support
Our collaboration with adesso has been marked by professionalism, innovation, and a genuine understanding of our needs. From the very first contact, I was impressed by the combination of industry expertise in sports and technical know-how. Together, we’ve developed a digital strategy that positions Aston Villa as a long-term leader in the sports business.
Richard Stevens I VP Strategy & Analytics
With our holistic strategic approach, we were able to support Aston Villa on its journey towards a forward-looking digital strategy. Together, we analysed and simplified the club's complex IT landscape and developed a clear roadmap. Its implementation enables an optimal fan and sponsorship experience and lays the foundation for intelligently using fan data, making processes more efficient and developing innovative ideas for digital business models that can leverage new revenue potential and achieve long-term economic goals.
Uwe Fischer I Competence Center Lead I adesso SE

Founded in 1874, the Premier League club from Birmingham is one of England's oldest and most successful football clubs. With a loyal fan base, legendary home games at Villa Park and a long list of sporting achievements, Aston Villa embodies the perfect mix of history, passion and modern top-class sport.

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