Aston Villa Women expand off-field team as heritage project uncovers 1957 record

Aston Villa Women have expanded their dedicated business operation from two staff members to nine as they pursue revenue growth and investigate previously undocumented parts of the team's history. BBC Sport reported the staffing increase on Sunday, alongside details of a heritage project tied to the 30th anniversary of the team formally adopting the Aston Villa name.

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The club has confirmed that its Roots, Rise and Reach campaign will continue throughout the 2026/27 season. Rather than treating 1996 as the beginning of the story, the initiative examines the teams and individuals who preceded official recognition, the development of the professional side and its future ambitions.

Researchers have already identified a newspaper account from 1957 describing a match between an Aston Villa Ladies side and Birmingham City. Villa says this is the earliest record found so far of a team playing under that title. The club also traces earlier teams through Solihull FC in the early 1970s and the later Aztecs side.

Supporters are being invited to contribute photographs, memorabilia, information and personal memories to help fill gaps in that record. Villa's anniversary collection particularly seeks material from the earlier decades, explaining that it already holds more from recent years. The appeal extends to anyone with a connection to teams that used the Aston Villa name.

Alongside that historical work, Villa have been changing how they engage spectators. According to BBC Sport, fan forums introduced last season have led to revised ticket age categories and hospitality season tickets. The club has also used podcasts involving former players and comedians, and mobile digital advertising, in its efforts to attract supporters.

The commercial changes form part of a five-year strategy to increase attendances and build a sustainable operation. BBC Sport reported that the business team works with director of women's football Marisa Ewers, whose responsibilities include recruitment, contract renewals and management of football staff. The stated aim is to generate income that can support the playing side while strengthening the matchday experience.