Aston Villa has announced Sports Illustrated Tickets as the Club’s Official Fan Experience Partner.

This exciting new collaboration will see Sports Illustrated Tickets spearhead new premium hospitality experiences around the stadium, including the Sports Illustrated Warehouse, the new multi-use venue at Villa Park.

The partnership with the iconic U.S. brand will also introduce Club SI and Sports Illustrated Tickets Plaza, new and immersive, technology-driven fan experiences to add to the wide-ranging portfolio of hospitality on offer at Villa Park, complemented by Sports Illustrated’s rich, 70-year history of bringing stories to life.

Club SI is a hospitality pavilion blending Sports Illustrated’s iconic storytelling with curated editorial content, premium food and beverage offerings, and a modern social environment celebrating Aston Villa and the wider world of sport. Sports Illustrated Tickets Plaza is a core matchday fan destination featuring pre-match entertainment, stage and big screens, social space, food and beverage offerings, and more.

Together with the Sports Illustrated Warehouse, these spaces will provide a platform for Villa Park to become a year-round destination for fans of sport, music and hospitality alongside community group activities and business events.

Francesco Calvo, President of Business Operations, said: “We are delighted to be partnering with such an iconic, world-renowned brand in Sports Illustrated Tickets. Their desire to create fan-first experiences aligns with our vision to make Villa Park a go-to venue not just on matchdays but throughout the year.

“We hope their expertise will help turn the Sports Illustrated Warehouse into a first-class experience for our supporters and the wider community in the West Midlands and beyond.”

David Lane, CEO of Sports Illustrated Tickets, said: “This long-term partnership with Aston Villa brings together premium hospitality and Sports Illustrated’s iconic storytelling to deliver authentic, unparalleled fan experiences like only an SI brand can deliver.

“By creating a unified platform, we’re transforming how supporters engage with Villa Park across matchdays, year-round sports and entertainment events and digital and in-person experiences alike. This partnership also marks an important step in our continued growth across the UK and European market.”