Aston Villa could alienate fans after ‘frightening’ reveal – Keith Wyness
Aston Villa’s former chief Keith Wyness has insisted he is yet to be convinced about the “necessity” of changing the club’s badge.
Speaking on the new edition of Football Insider’s Inside Track podcast, the 66-year-old – who served as CEO at Villa Park between 2016 and 2018 and now runs a football consultancy advising elite clubs – suggested the change could “alienate some fans” and does not “win you any more football matches”.
Aston Villa revealed their new badge on Sunday (19 May), returning to a more traditional shield shape after using a circular crest in the 2023-24 campaign.
The move was announced in conjunction with a new kit deal with Adidas, which will be worth around £17million per season if the club are playing Champions League football.
On the pitch, Villa finished fourth in the Premier League and have qualified to the league phase of next season’s Champions League.
Aston Villa badge change could ‘alienate fans’, says Wyness
Wyness claimed badge changes are “frightening” and suggested 50% of fans will push back against the new design.
He told Football Insider‘s Insider Track podcast: “I don’t think Adidas would’ve had any say in that, it would’ve all been decided within the club.
“I know Chris Heck, the new CEO, has done some great things with the Philadelphia 76ers.
“I shied away from changing the badge because it’s such a contentious issue. I’ve never seen a change go successfully and get all the fans onside.
“I understand that the badge is used on a range of platforms, including social media – so it has to be clear and concise.
“But there’s a lot of heritage, and Villa fans particularly love the heritage.
“I’m still yet to be convinced that it was a really necessary move.
“They’re opening a new superstore at the stadium and that will tie in with Adidas and the merchandising.
“I would’ve left the badge alone, because it’s frightening. It doesn’t win you any more football matches, and it does tend to alienate some fans.
“As I’ve said before, football is always 50:50 – 50% will love it, and the others will hate it.
“I would’ve concentrated on other battles, but they’ve done it – and on we go with a new Villa.”
In other news, Aston Villa could accept 22-year-old offer with deal close.
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