Sports Illustrated Tickets Signs 12-Year Aston Villa Partnership

The agreement names SI Tickets Aston Villa’s Official Fan Experience Partner beginning with the 2026-27 Premier League season and adds new hospitality, entertainment, and fan-engagement spaces at Villa Park.

Sports Illustrated Tickets has signed a 12‑year strategic partnership with Aston Villa Football Club, marking another major step in the company’s effort to pair ticketing technology with branded hospitality and fan‑experience activations.

The agreement names Sports Illustrated Tickets as Aston Villa’s Official Fan Experience Partner beginning with the 2026–27 Premier League season. The companies said the partnership will focus on reshaping the fan experience at Villa Park through new hospitality spaces, year‑round programming, ticketing integrations, and Sports Illustrated‑branded storytelling throughout the stadium.

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A central element of the deal is the Sports Illustrated Warehouse, a 3,500‑capacity multi‑use venue at Villa Park that will host pre‑ and post‑match programming, live entertainment, premium hospitality, and year‑round events. SI Tickets will serve as the official ticketing partner for the space effective immediately.

The partnership also includes two additional branded destinations: Club SI, an editorially driven hospitality pavilion that blends Sports Illustrated content with food, beverage, and social experiences; and the Sports Illustrated Tickets Plaza, a matchday fan hub featuring live entertainment, screens, food and beverage options, and supporter‑engagement programming.

“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,” said David Lane, CEO of Sports Illustrated Tickets. “By creating a unified platform, we’re transforming how supporters engage with Villa Park across matchdays, year‑round sports and entertainment events, as well as digital and in‑person experiences alike. This partnership also marks an important step in our continued growth across the UK and European market.”

For Aston Villa, the agreement aligns with the club’s strategy to position Villa Park as a broader entertainment and hospitality destination beyond matchdays. The club said the partnership is intended to support that vision while enhancing the experience for supporters and visitors.

“We are delighted to be partnering with such an iconic, world‑renowned brand in Sports Illustrated Tickets,” said Francesco Calvo, President of Business Operations at Aston Villa. “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,” Calvo added.

The deal also calls for new technology‑enabled fan experiences built around the Sports Illustrated brand. Those include “Faces in the Crowd,” which will convert real‑time supporter reactions into personalized Sports Illustrated‑style fan covers or commemorative match tickets, and “SI Defining Moments,” an interactive editorial installation combining Sports Illustrated photography, reporting, and original content with Aston Villa history.

Sports Illustrated Tickets will also be integrated into Aston Villa’s broader fan‑rewards program, with planned stadium branding, digital and social integrations, and exclusive supporter benefits.

The Aston Villa agreement extends a broader Sports Illustrated Tickets strategy built around pairing ticketing technology with branded hospitality and content‑driven fan experiences. The company has previously announced partnerships tied to Sports Illustrated Stadium and Red Bull New York, the Washington Nationals, Tottenham, and the NY/NJ World Cup 2026 fan festival, with recurring activations such as SI Defining Moments and personalized SI Fan Covers.