How Aston Villa are reclaiming their identity

Aston Villa are trying to rebuild a clearer identity after a winless start to the Women’s Super League season led to Natalia Arroyo’s departure in September. Ahead of Sunday’s derby with Birmingham City, interim manager Brian Sørensen says the team aims to be hard-working, humble and recognisable in how it attacks and defends.

The match also marks 30 years since the team officially adopted the Aston Villa name, though a club research project has already uncovered evidence of a Villa Ladies side playing Birmingham in 1957. Off the pitch, Villa are seeking to grow attendances through fan forums, ticketing changes, hospitality offers, podcasts and match advertising, as part of a five-year strategy to build the women’s team sustainably and generate revenue for football.