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Former CEO Questions Necessity of New Crest
Aston Villa’s ex-chief, Keith Wyness, has voiced his skepticism over the club’s decision to alter its iconic badge. During his tenure from 2016 to 2018 and now at the helm of a football consultancy, Wyness has expressed concern that the rebranding might not sit well with the supporters and emphasized that such changes don’t necessarily translate to success on the field.
Return to Traditional Roots
The club unveiled a new badge that harks back to a traditional shield shape, moving away from the circular crest of the 2023-24 season. This redesign coincides with a lucrative kit deal with sportswear giant Adidas, potentially worth £17 million a season, should Villa secure a spot in the Champions League.
On-Field Triumphs and Fan Sentiments
Despite off-the-pitch discussions, Aston Villa has had a stellar season, finishing fourth in the Premier League and earning a place in the next season’s Champions League. However, Wyness warns that badge alterations are a divisive topic, often leaving the fanbase split, with around half likely to resist the new design.
Heritage vs. Branding
Wyness acknowledged the importance of a clear and concise badge for various platforms, especially social media, but also pointed out the deep-rooted heritage that Villa fans cherish. He admitted his reluctance to change the badge during his leadership to avoid stirring contention among the fan community.
The Debate Continues
Despite his reservations, Wyness recognizes the club’s decision to move forward with a refreshed identity, aligning with the new superstore and Adidas partnership. The debate on whether the badge needed an update remains, with Wyness firmly believing that the club’s heritage should have taken precedence over rebranding efforts.
