Aston Villa FC SWOT Analysis, USP & Competitors

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SWOT Analysis of Aston Villa FC with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Aston Villa FC

Parent Company

Reform Acquisitions LLC


Football Club



Tagline/ Slogan



Founding members of the “Football League” in 1888 and the “Premier League” in 1992 and have produced 73 national team players for England, a record



Global football aficionados and a large fan base in the UK particularly in the Midlands

Target Group

Predominantly males in the region of 25-39 years


One of the oldest and the most successful football clubs ever to play in England

SWOT Analysis


1. Aston Villa has an illustrious past winning European Cup, FA Cup, UEFA Super Cup in 1982 &Football league cup
2. Large support base- Most prominent fans are are Prince William, David Cameron etc
3. Fans involved in decision-making process with meetings held once every 3 months
4. One of few elite clubs to play EPL every year since its inception in 1992

5. Strong recognition of the brand, even globally

6. Loyal fans add to revenues through club merchandise


1.Have not won any major cup since a long time, which has affected its position 
2.Limited global appeal as compared to the global football clubs from EPL, La Liga etc


1.Better Brand management of Aston Villa as it has low brand visibility and loyalty among the big clubs
2.Tap global fan base particularly in the US, Canada, Australia and other emerging markets

3. Winning major trophies can revive the brand further and boost sales through merchandise


1.No clarity on the future owner of the club and their relationship with club’s supporters
2.Relegation to Football League Championship can hamper brand

3. Increasing dominance of bigger clubs can dilute their brand further



1.Birmingham City
2. West Bromwich Albion
3.Wolverhampton Wanderers
4.Coventry City

The table above concludes the Aston Villa FC SWOT analysis along with its marketing and brand parameters.


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