Aston Villa Seek to Rebuild Club Identity Through History, Fan Engagement and Investment

Posted : 15 November 2026

Aston Villa are stepping up efforts to rediscover their identity and establish themselves as a competitive force in women's football through changes on and off the pitch.

The Women's Super League club have endured a difficult start to the 2026/2027 season, with an inconsistent run of results leading to the departure of former manager Natalia Arroyo at the end of September. Arroyo spent two years in charge and helped stabilise the team, but performances lacked the consistency required to move Villa forward.

Interim manager Brian Sorensen has now been tasked with establishing a recognisable playing philosophy as the club works to strengthen its foundations.

Managing director Maggie Murphy believes Aston Villa's identity is built around commitment, tradition and doing things properly. She described the club as one driven by passion and a strong connection to its community.

The club's efforts to reconnect with its history will take centre stage when Villa face Birmingham City in Sunday's local derby at Villa Park. The fixture marks 30 years since the women's team officially adopted the Aston Villa name in 1996.

Sorensen wants his players to reflect the club's traditional values through hard work, humility and a clearly defined approach to attacking and defending.

He also believes the team must develop a style that makes opponents uncomfortable and gives Villa a distinctive identity in the WSL.

As part of the anniversary celebrations, the club has launched a historical research initiative called 'Roots, Rise and Reach'. The project aims to uncover previously undocumented periods of Aston Villa's women's football history.

Researchers have already discovered a newspaper report from 1957 describing a match between an unofficial Aston Villa Ladies team and Birmingham City. The discovery provides evidence that the club's women's football heritage stretches further back than its official formation in 1996.

Murphy believes understanding that history will help establish a stronger connection between the club, its players and supporters.

Beyond heritage research, Villa are also investing in fan engagement as part of a five-year development strategy aimed at increasing attendances and generating sustainable revenue.

The club introduced fan forums last season and has responded to feedback by adjusting ticketing age categories, introducing hospitality season tickets and organising podcasts featuring former players and comedians.

Villa have also used promotional digital vans to advertise upcoming fixtures and attract supporters who follow women's football without necessarily having a permanent club allegiance.

Murphy explained that the objective is to create enjoyable matchday experiences that encourage occasional visitors to become regular supporters.

The club has also expanded its commercial operations. According to Murphy, the number of employees fully dedicated to the women's football business has increased from two last season to nine.

She works alongside director of women's football Marisa Ewers, who oversees recruitment, contract renewals and football operations. Their responsibilities are designed to connect commercial growth with investment in the playing squad.

On the pitch, Villa currently occupy ninth position in the Women's Super League, with two victories and four draws from nine matches.

Recent performances have offered encouragement, including a draw against Arsenal and a penalty shootout victory over Birmingham in the Women's League Cup.

With another meeting against Birmingham approaching, followed by a fixture against newly promoted Charlton, Villa have an opportunity to build momentum.

The club's wider ambition is to combine its historical identity with sustainable financial growth and improved performances, creating a stronger foundation for long-term success in women's football.

Aston Villa Seek to Rebuild Club Identity Through History, Fan Engagement and Investment

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