Aston Villa Women Football Club is part of one of England’s most recognisible football brands. Competing in the Women’s Super League, the club is committed to growing the game and uniting supporters under their “One Club” ethos. This is how a targeted audio campaign helped them fill more seats.
The Brief
Aston Villa Women wanted to boost ticket sales for their biggest WSL fixtures of the season. The campaign needed to build anticipation around key matches against top rivals, strengthen the club’s connection with its local community, and drive real-world attendance across Birmingham and the surrounding areas.
The Execution
The campaign ran across two bursts in February and April, targeting adults aged 18-54 across Birmingham. 555,014 impressions were delivered across all devices and Bauer brands via audioXi, Bauer Media’s premium digital audio platform.
The creative was built around fan and player voices in the changing rooms, capturing the excitement of matchday at Villa Park. This created genuine excitement and reinforced the club’s community spirit ahead of each fixture.
The Results
Building on a successful campaign that delivered 300,000 impressions and a measurable uplift in ticket sales, the 2026 campaign took performance to a new level:
- 555,014 impressions delivered across all brands and devices
- 100,241 unique listeners reached across the campaign
- 99.1% listen-through rate, demonstrating exceptional audience engagement
- 6,705 conversions, with listeners visiting the Aston Villa Women website within 15 days of hearing the ad
- Delivered predominantly on smart speakers, reflecting modern audio listening habits
The growth between campaigns speaks for itself, with impressions nearly doubling and a conversion rate that demonstrates audio advertising’s ability to drive real-world action.
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… 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 Lead, Aston Villa Women
Summary
For Aston Villa Women, the results went beyond impressions and reach. A well-targeted audio campaign, timed around key fixtures and brought to life by authentic fan and player voices, translated local awareness into seats filled and a community genuinely engaged.
Are you a women’s football club looking to get your local community engaged and fill more seats? Audio advertising can help. Get in touch with the Hits Radio Advertising team.