PanStadia & Arena Management Magazine is the undisputed world leader for the business of stadia, arenas, sporting events and venues on a global scale.

Aston Villa introduce new season card technology

Aston Villa Football Club has integrated pre-paid contactless and chip and pin payment technology into its season and member cards.

In what it claims as a world first, the Championship side said the new technology will enable fans to use their Aston Villa season or member cards in the same way as any pre-paid payment card, including contactless payments up to £30.

The technology for the card is being provided by FortressGB, one of the world’s leading providers of loyalty, payment and access solutions to the sports and entertainment industry.

Fans will be able to use their cards to enter the stadium as well as at all Villa Park payment terminals, including concourses, the ticket office, and the Aston Villa Store. They will earn one Pride Rewards point for every pound spent.

Luke Organ, chief commercial officer at Aston Villa, said:

We are committed to giving fans the best experience possible when dealing with the club, either as season ticket holders or members.

The new contactless, chip and pin technology will ensure that season ticket holders and members can use their card to buy merchandise and refreshments at the ground on match day, or on the high street with our affiliate retail partners – all the time earning Pride Rewards points.

Traditionally, season and member cards have been restricted to stadium access and online members benefits, but by introducing the integrated payment capability, Aston Villa will be able to build a more detailed and personalised understanding of each season ticket holder. Organ added:

The incorporation of the latest payment technology is a logical extension of season and fan card technological capability, which will allow the club to improve interaction with its fan base, whilst recognising and rewarding loyalty.

Once points have been earned, cardholders will be able to redeem their points against a variety of merchandise and offers in the Pride Rewards area of the Villa app, with rewards on offer including apparel, hotel stays, signed and personalised merchandise and exclusive matchday entertainment.

We are being very proactive in engaging our corporate partners and other high street retailers to join the programme, which will enable them to leverage the strength and buying power of the significant Aston Villa fanbase.


Image by Harry Vale –, CC BY 2.0,