Food & Beverage

CMBC to aid Aston Villa’s hospitality upgrades

Featured image credit: Aston Villa

Aston Villa has brought in Carlsberg Marston’s Brewing Company (CMBC) to support the Premier League football club’s ongoing enhancements to the fan experience at Villa Park.

CMBC will serve as Villa’s new official lager and cider partner, holding pouring rights at Villa Park. Served in all concourse and hospitality concessions from the start of the 2024-25 season, CMBC will also support the installation of new bars and facilities across the stadium as part of the wider development of offerings at Villa Park.

Chris Heck, Aston Villa’s president of business operations, said: “We are thrilled to be partnering with a truly iconic brewer that is not only aligned with our vision but will also give supporters more choice than ever before from their first-class, globally recognisable line of products. 

“They will be invaluable in the revamp of our kiosk and hospitality provisions as we look to take our fan experience to new heights.”

Carl Middleton, vice-president of on trade sales at Carlsberg Marston’s Brewing Company, added: “This collaboration underscores our commitment to enhancing the matchday experience with top-quality drinks and innovative service.

“We look forward to being a part of the vibrant community at Villa Park and contributing to the exciting developments ahead.”

The Birmingham club last month announced plans to move forward with the development of Villa Park this summer, which will lead to the displacement of some season ticket holders.

As part of plans to provide a “first-class supporter experience”, Villa will install new rail seating and additional seats in the stadium bowl to increase capacity for fans. New hospitality areas will also be added across a range of price points. The work will take place over the summer ahead of Villa’s first-ever season in the UEFA Champions League.

The redevelopment will lead to the displacement of around 900 existing season tickets in the North, Doug Ellis and Trinity Road stands.

Villa has been planning to expand the capacity of Villa Park from 42,785 to over 50,000, but in December, Heck said it would be a “bad idea” to rebuild the North Stand and reduce the stadium’s capacity for two seasons.