Aston Villa are set to break two financial records in 2024-25 – their own club-record turnover and the record turnover for a club outside the so-called Big Six.
Unai Emery’s side are now guaranteed to play in Europe this season – and anything but a win for Tottenham against Man City tonight will mean that it is in the Champions League.
They have also signed two new blockbuster commercial deals with Adidas and Betano.
Adidas, who have teased the partnership across a number of mediums this week, will supply Villa’s kit for 2024-25, taking over from Castore.
Online betting platform Betano meanwhile have paid Villa a club-record fee to be their front-of-shirt sponsor for the next two seasons.
Our analysis shows that Villa will easily exceed £300m in revenue next season, obliterating their previous record of £218m in 2022-23, as well as West Ham’s record of £257m for a non-Big Six side.
How much will Aston Villa make from the Champions League?
Before a ball is kicked this season, Champions League qualification will be worth at least £50m for Villa.
That is in addition to the circa £53m they are likely to receive in prize money from the Premier League for finishing 4th, which is £10m more than they earned in the last financial year.
They are also set to benefit from the Champions League’s expanding commercial appeal and a financial distribution system which favours UK teams because of the nation’s high-value TV deal.
Significantly, the 2024-25 season will be the first under the competition format, which will see Villa play at least eight matches. That will be worth – at the very least – an extra £4m to Villa in matchday income.
All in all, a 4th place finish and subsequent Champions League football will see their revenue rise by a minimum of £64m compared with their latest annual figures.
How much are Villa’s deal with Adidas and Betano worth?
The deal with Betano is, according to The Telegraph, worth £20m per season over its two-year contract length, £8m more than the previous arrangement with BK8.
No details on the Adidas partnership have been made available, but benchmarking against Newcastle United and Leeds United‘s deal with the German sportswear giant, that will be worth £12m-plus to Villa.
Again, that represents an £8m upswing on the Castore deal, which has hit a number of hurdles.
All in all, that’s an extra £16m in commercial income which when combined with the extra Champions League cash will easily see their turnover exceed £300m.
These are conservative estimates. Villa have proven themselves commercially savvy and will likely capitalise to exploit the added interest which next season will bring and go beyond that figure.