The English Football club, Aston Villa FC, have unveiled an ambitious strategic partnership with the global venue development leader, Oak View Group (OVG), to create “The Warehouse,” a cutting-edge 3,500-capacity live entertainment venue adjacent to the historic Villa Park stadium.
The new venue, slated to open in December 2025, marks a significant step in transforming Villa Park into a year-round entertainment hub.
“The Warehouse” will be ingeniously developed from a former club training facility, designed to host a diverse calendar of world-class events, including live music concerts, comedy shows, and sporting events such as boxing. This initiative aims to significantly enrich Birmingham’s vibrant cultural scene and is a cornerstone of Aston Villa’s long-term vision for the Villa Park complex.
Under the partnership, OVG will leverage its extensive global network and industry expertise to manage programming, attract premier touring artists, and secure a naming rights partner for “The Warehouse.” OVG will also provide comprehensive operational support. Aston Villa will contribute the physical site and integrate the new venue into its broader Villa Park masterplan, which includes substantial stadium upgrades and enhanced fan amenities.
Chris Heck, President of Business Operations at Aston Villa FC, expressed his enthusiasm and said, “The Warehouse marks another exciting chapter in Aston Villa’s proud history. This new venue will provide Birmingham with a first-class space for live entertainment and significantly enhance the matchday experience for our fans. We’re thrilled to be working with Oak View Group, whose credentials in building and managing world-class venues are second to none.”
Rebecca Kane Burton, Executive Vice President, Venue Management at OVG, added, “We are thrilled to be partnering with such a historic and forward-thinking football club. Aston Villa shares our vision for what a modern entertainment destination should be – fan-first, community-oriented, and commercially ambitious. The Warehouse will be a jewel in Birmingham’s cultural crown, and a benchmark for future collaborations between sport and live entertainment.”
A unique feature for Aston Villa supporters will see “The Warehouse” transform on matchdays into the Premier League’s largest beer hall, offering free access to ticketed fans and aiming to substantially enrich the pre- and post-match atmosphere.
The development of “The Warehouse” is a key component of Aston Villa’s wider strategic investment in Villa Park and the surrounding Aston area. These ambitious plans also include increasing the stadium’s capacity to over 50,000 and preparing Villa Park to host matches for the UEFA Euro 2028 Championship.
This collaboration is anticipated to unlock considerable new commercial avenues for Aston Villa, bolstering the club’s sustainable growth while fostering community engagement and cementing Villa Park’s status as a premier destination for sport and entertainment in the West Midlands.
Oak View Group, co-founded by Tim Leiweke and Irving Azoff in 2015, is a global force in the sports, live entertainment, and hospitality sectors, with a portfolio of over 400 client-partners worldwide. OVG previously collaborated with Birmingham City FC on strategic planning for the commercial optimisation of St. Andrew’s stadium and its associated training facilities, showcasing its commitment to the region.
The announcement of “The Warehouse” comes as Aston Villa continue to build on their on-field successes, including a notable 2024-25 season that saw a historic return to top-tier European football in the UEFA Champions League. This new venture underscores the club’s ambition both on and off the pitch.
