Aston Villa Women’s Football Team is part of the historic Aston Villa Football Club, one of England’s most recognisable football brands. Based in Birmingham, the women’s side competes in the top-tier Women’s Super League (WSL), drawing a passionate local and national following. Aston Villa Women are committed to growing the game and uniting supporters under their “One Club” ethos.
About the Campaign
The campaign strategy was designed to boost ticket sales for Aston Villa Women’s biggest matches of the season. The campaign ran in four bursts from 12 January to 26 April, targeting adults across Birmingham, Sutton, Redditch, Lichfield, Tamworth and Bromsgrove.
They booked 300,000 impressions across all devices and Bauer brands. The creative featured vox pops collected locally, capturing the authentic matchday excitement of Villa Park. This content promoted the top six WSL fixtures against major rivals, building anticipation and reinforcing Aston Villa’s community spirit.
The audio ran on Hits Radio Birmingham as well as via Digital Audio channels on Bauer Media’s enhance platform – audioXi, reaching listeners when and where they were most engaged.
Client Testimonial
Aston Villa Women were delighted with the impact of the campaign, describing it as having truly shifted the needle in driving ticket sales for the women’s game. The Chief Commercial Officer and VP Marketing praised the vox pops advert for perfectly capturing the spirit of the WSL experience at Villa Park.
“The campaign exceeded all our expectations and from the very start, the strategy was clear and well-targeted, designed to drive excitement and ticket sales for Aston Villa Women’s biggest matches of the season. The vox pops captured the matchday experience and the connection to our community in a powerful way, whilst using player voices created anticipation for fans wanting to watch them on the pitch. Reaching fans across Birmingham and surrounding areas through Bauer’s platforms and Hits Radio Birmingham helped us engage our audience when and where it mattered most. It reinforced our commitment to the growing presence we would like to impose on the region, and we couldn’t be happier with the results and the partnership.”
Emily Peacock, Marketing Executive, Aston Villa Women
Success Measures
- Impressions Booked: 300,000 across all brands and devices
- Targeting: All adults in Birmingham and surrounding areas
- Delivery: Four strategic bursts aligning with key fixtures
- Creative: Commended vox pops production
- Result: Measurable uplift in ticket sales for promoted matches, with standout positive feedback from club leadership
Summary
audioXi campaign for Aston Villa Women showed the power of well-targeted, locally relevant audio in driving real-world outcomes. By using authentic fan voices and carefully timed bursts ahead of marquee matches, the campaign strengthened the club’s connection with its community and delivered a significant boost in matchday ticket sales.
If you want to see how audioXi can drive results for your club or event, get in touch with our team today. Let us help you bring your fans closer and fill your stands.