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What’s in a name? Bodymoor Heath set for re-branding

The Recon Training Complex doesn’t have the same ring to it.

Aston Villa v Bristol City - Sky Bet Championship
More of this logo to come?
Photo by David Rogers/Getty Images

Bodymoor Heath will now be called The Recon Training Complex after a five-year deal has been agreed to between the company and the club. I wonder how this deal came about... if only the club had some insider at Recon who could negotiate such a deal.

Oh that’s right?! Hi @Dr_TonyXia !

Aston Villa v Birmingham City - Sky Bet Championship
Hi Dr Xia!
Photo by Harry Trump/Getty Images

This is the latest tie between the bonds that Dr Xia. Recon is already on the back of the kit and it would surprise zero people if it ends up on the front... or on the field... or if Recon makes next year’s kit. That statement from the club (below) reads well and it sounds like money will continue to be put into the “complex.”

The financials aren’t known for the deal — and they aren’t likely to be released anytime soon. Hopefully this is a helpful step for the club looking to grow into the future.

Aston Villa Full Statement

Aston Villa has confirmed a naming rights partnership for the club’s Bodymoor Heath training facility to be renamed The Recon Training Complex with immediate effect.

The five-year partnership will see Recon become the club’s first ever training ground partner and they will work with Aston Villa to develop, drive forward and build technical capability within The Recon Training Complex, which in turn will allow them to showcase their products and services.

In addition to the brand benefits and naming rights of the training ground, Recon will benefit from a host of other marketing rights including media backdrop branding, LED advertising at Villa Park, digital advertising, access to players, VIP experiences and matchday hospitality.

The Bodymoor Heath site has been our training ground since the 1970s and underwent a multi-million-pound transformation before the start of the 2007/08 season, turning it into a modern facility. A new state-of-the-art performance lounge has been created to allow an innovative approach to analysis. The installation of HD cameras with high-speed fibre links now provides the football department with real-time training footage and touchscreen technology for the first time. Players can also benefit from a sports psychology lounge within the training complex as well as improvements to the existing rehabilitation facilities.

As well as serving as a base for the first team, The Recon Training Complex is also used by the club’s academy and ladies team.

Aston Villa has enjoyed a fruitful partnership with Recon Group since Dr Tony Xia purchased the club in 2016, with the company’s logo appearing on the back of the first team’s shirts.

Dr Xia, the Aston Villa Chairman, 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, the Aston Villa CEO, said: “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.”