Ciaran Morrison

Sun 5 April 2026 18:00, UK

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Aston Villa’s activity in the summer transfer window will be determined by whether they achieve Champions League qualification.

That is according to ex-Aston Villa, Everton, and Aberdeen chief executive Keith Wyness, speaking exclusively to Football Insider, with Unai Emery’s side currently on course for a top four finish in the Premier League.

Financial constraints at Villa Park have meant a lack of investment in the squad, and key players having to be sold in recent transfer windows.

Emery has a thin squad at his disposal, which may have played a factor in their run of just four Premier League wins since the start of the year.

Champions League revenue would boost Aston Villa’s finances, and give the club greater headroom to work with in the summer transfer market.

Champions League will ‘make a big difference’ to Aston Villa

Everton’s former chief Keith Wyness – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – thinks Aston Villa fans are just desperate for the club to keep Morgan Rogers.

Speaking on the new edition of Football Insider‘s Inside Track podcast, Wyness believes that the Champions League is the crucial factor in how active Aston Villa are this summer.

He told Football Insider‘s Inside Track podcast: “These sorts of decisions will be taken on whether Villa can qualify for the Champions League, which they’re still in with a big chance to do that.

“They’ll be planning multiple scenarios at the moment, but I don’t think the Villa fans would be too upset to see any of them going apart from Morgan Rogers. I think that they could accept that.

“So, they’ve still got room within the squad to do some manoeuvring, but of course another Champions League season would make a big difference into how they need to attack that and how tight they need to be.”

Aston Villa on course to earn £20m deal

Former Manchester City financial advisor Stefan Borson told Football Insider that Aston Villa’s next shirt sponsorship deal would also be boosted by a return to the Champions League.

Aston Villa’s current deal with Greek gambling company Betano, worth £40million over two years, is set to end at the end of the season due to new Premier League rules.

The Midlands club will be looking to agree a new £20m a year deal, and their positive season on the pitch should ensure they reach that figure.