By Dr Dan Plumley

13th Jun, 2022 | 2:29pm

Finance guru: Aston Villa ahead of the curve as seven-year deal struck

Aston Villa have shown they are ahead of the curve in the commercial department with their new seven-year deal with merchandise specialists Fanatics.

That is the view of finance expert Doctor Dan Plumley, speaking exclusively to Football Insider after Villa announced the renewal last Wednesday (8 June).

Fanatics first took charge of Villa’s e-commerce, in-stadium retail and merchandise manufacturing in 2017, and the club claims to have since had a 450 per cent uplift in sales.

Sport Business report that the new deal will run until 2029, making it one of the longest-running commercial tie-ins in the Premier League.

Plumley saluted Villa for signing specialised long-term deals where other clubs might be too cautious to commit.

“There are benefits to a long-term deal for both parties,” the Sheffield Hallam University expert told Football Insider’s Adam Williams.

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“For Villa, it gives them security. It also gives the company time to do the job and improve year on year.

“Villa are attractive in this space. They’re an established Premier League club with history. They have a forward-thinking strategy and they are in the second biggest city in the UK.

“You can see why they are considered a strong business partner. Some clubs have maybe been lagging behind in this regard. But more are coming around to this idea and signing specialised deals.”

Villa’s commercial income for 2020-21, the last financial year on record, totalled £18million.

They currently have 12 official commercial partners.

In other news, Aston Villa turn attention to sign Alex Oxlade-Chamberlain amid “huge” claim.