Second-tier English soccer side Aston Villa have announced a naming rights partnership for their Bodymoor Heath training facility with the Recon Group.
The five-year deal is the Championship outfit’s first ever training ground partnership, and will see the facility be known as the Recon Training Complex with immediate effect.
Recon, which bought Aston Villa in 2016, will work with the club to develop, drive forward and build technical capability within the training complex, which will also allow the company to showcase its products and services.
The umbrella organisation, which operates in IT, health and agriculture, new energy and smart transportation, will also benefit from a host of other marketing rights, including media backdrop branding, LED advertising at the team’s Villa Park home ground and digital advertising. The company will also receive access to players, VIP experiences and matchday hospitality.
The Bodymoor Heath site has been Aston Villa’s training ground since the 1970s and underwent a multi-million pound transformation before the start of the 2007/08 season, when HD cameras, touchscreen technology and a sports psychology lounge were added to modernise the venue, which is also used by the side’s academy and women’s soccer teams.
Tony Xia, who owns the Recon Group and serves as chairman of Aston Villa, said: “The naming of Bodymoor Heath, and the extensive package of marketing rights, provides Recon and our group businesses with a unique communication platform to showcase our services and products. We’re very proud to make this announcement and look forward to developing the technological showcase of our offering.”
Keith Wyness, chief executive of Aston Villa, added: “This partnership will guarantee that the club continues to develop best in class training facilities. Investment in our training ground is vital to optimising performance on the pitch and we are glad to be working with a long-term partner to create advantage at Aston Villa Football Club.
“The training ground is also one of our key revenue generators as we send coaches overseas to spread the Villa techniques and philosophy forming a key pillar of our international plans.”
Aston Villa are currently fourth in the Championship. They won 1-0 at home to Cardiff City on 10th April, and will be looking for another three points to help them close in on second-placed Fulham for the final automatic promotion place when they host Leeds United on Friday.