Aston Villa Football Club

Aston Villa Football Club, one of the founding members of the English Football League, was founded in 1874 and is a member of the Premier League.

The challenge

M3.agency worked with Aston Villa to increase customer acquisition and improve fan engagement for their new hospitality and premium match day experiences.

This was a unique challenge as the approach was new for the club and involved internal layout changes to hold more premium and hospitality seating in some iconic sections of Villa Park.

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The solution

Our strategy identified the opportunity for more in-depth audience profiling and consistent messaging across paid channels. By fixing a legacy issue with the Meta & LinkedIn pixels, we were also able to apply a full-funnel approach that leveraged existing content alongside the creation of bespoke UGC-style assets.

Alongside fixing the pixel issues, we worked with the development team to ensure that ecommerce data was accurately populating in GA4, something that had been a pre-existing pain point and allowed for accurate ROI measurement.

By resolving these technical issues and applying a strategic full-funnel approach, we were able to improve matchday hospitality sales to the point of reaching regular sell outs in the majority of  areas. The use of effective content, copy and messaging at each funnel stage was crucial to this success and something we monitored, measured and adapted throughout the process.

The result

We saw incremental MoM (match on match) improvements in reach, impressions and engagement throughout the season across paid channels, giving us valuable insight into the specifics of what worked. This winning formula, alongside the men’s and women’s team performances on the pitch, was the catalyst that allowed us to scale ad spend almost immediately.

Ultimately, this resulted in more seats being filled and hospitality packages either being sold out, or having extremely limited availability for the 2023/24 Premier League season (the lowest sales for any remaining fixture has still achieved 97% of packages sold to date).

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