00:00Aston Villa are approaching the new season with a clear sense of purpose, strengthen the squad, build on recent success and do so within the constraints of the Premier League's profit and sustainability rules.
00:14After securing European football once again under Unai Emery, the focus at Villa Park has shifted from rapid progression to sustainable consolidation.
00:24The club are committed to maintaining momentum while navigating the financial realties that come with a top-level ambition.
00:33That means smart recruitment, strategic outgoings and a longer-term vision.
00:38At the same time, Villa are carefully pursuing new additions that bring technical quality and tactical flexibility without overloading the wage bill or stretching upfront spending.
00:48The approach is measured rather than flashy, designed to ensure the club can compete on multiple fronts without risking long-term stability.
00:57We caught up with Charlie Halfenden of Birmingham World to better understand the club's position.
01:03He explained that while Villa are unlikely to dominate the headlines with marquee signings,
01:08activity is ongoing behind the scenes and are all part of the strategy to ensure a more successful team this season in the West Midlands.
01:18Charlie on Aston Villa and obviously the main headline surrounding them is the PSR and unfortunately they're a club that,
01:26you know, despite all this success they've had on the pitch and Emery's sort of revival,
01:32they do fall into that PSR sort of situation.
01:35They obviously had to sell last summer as well.
01:38In terms of players, they should sell.
01:40There's obviously some candidates, Martinez is one of them, you know,
01:43Rodgers is a huge asset that they've got, you know, Jacob Ramsey as well.
01:49I mean, it's a difficult situation they're in, but if they did have to sell anyone,
01:53you know, who would they sell?
01:54And also just break down the PSR situation because it is quite a bit of a handful.
01:59And then maybe you look at the likes of Chelsea, Manchester City and you think,
02:03why is it not also affecting them?
02:05But it is Aston Villa.
02:05Yeah, it's crazy really that Villa are the team in the Premier League affected most players
02:10considering they're about to head into their third consecutive season in European football,
02:14which brings in such an incredible income for the football club.
02:18The, in terms of the fan base, the attendance has been higher.
02:21The merchandise sales have been better since they switched to Adidas.
02:24It's all, and the sponsorships as well have been increasing.
02:26So how on earth are they still struggling?
02:28And you can also include in that that they sold Diaby for 50 million.
02:32They sold John Duran for 70, Douglas Luiz for 45.
02:36How are they still in a situation?
02:38Well, their wage bill is incredibly high compared to a lot of teams in and around them.
02:43Not in terms of total wage bill, but in terms of revenue to wages.
02:47And that's really been a struggle for them.
02:49Of course, they've been bringing in players to replace those that have gone.
02:52Amador Inanna costing 50 million pounds was a big outlay.
02:55And see Jadon Filagin coming back and they're being sold again.
02:59There have been players brought in Mautzen as well as another one, 37 and a half million.
03:03So it's not quite been just sales and then no incomings.
03:06It has been quite expensive as well.
03:09Premier League clubs are only allowed to lose £105 million over a three-year period.
03:14As you mentioned, the likes of Morgan Rodgers and Jacob Ramsey.
03:17Villa really don't want to sell either of those players.
03:20If they are going to sell one, it will be Ramsey, I feel.
03:23But how much are you realistically going to get for him?
03:26It's a really complex one and Villa fans are rightfully frustrated given how many years they've been in Europe now.
03:32Yeah, and then in terms of those players to sell, but the back end of the season,
03:37obviously missing out on the Champions League the way they did as well.
03:41Does that have a big factor?
03:42Would that have affected them quite a lot going from the Champions League
03:45and that being in the very, very elite of European competition?
03:49I mean, obviously, you know, Emre would have wanted to be in there as well.
03:52So it does affect them on the pitch as well.
03:54But off the pitch, that Champions League revenue not coming in is surely another big factor in this case.
04:01Absolutely is.
04:02It wouldn't have had an impact on this year's PSR numbers because the revenue won't come until next season.
04:06But what it does mean is Villa could lose about £75 to £100 million potentially,
04:11depending on how far they were to get into the Champions League.
04:15That's what they're losing for their revenue next season.
04:17So we'll be in a situation once again where Villa will have to sell players,
04:21otherwise they'll be getting a potential points deduction or a hefty fine.
04:25So, yeah, it's really tricky.
04:27And then there's the UEFA squad cost rules as well,
04:29where you can spend 70% of your revenue on player costs,
04:33which is effectively salaries and bonuses.
04:36You want the squad depth.
04:37Emery wants to have two good players in every single position,
04:40but they simply can't afford it unless they bring in youngsters, you feel?
04:42If you do a little bit, let's make a point of view of your business.
04:44I want to envoy you that.
04:46However, I'm good God.
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