In keeping with a brave, disruptive, entertaining strategy, Aston Villa’s media and content team saw an opportunity to join a trending social media discussion regarding Leeds United’s new centenary crest.
Fans blasted the new design, with almost 16,000 people signing an online petition to have it changed within two hours of being released.
They were furious that it looked like something out of Pro Evolution Soccer, which, as gamers know, lacked official licences – meaning teams were renamed and badges were revamped.
With Leeds United known in Pro Evo as Yorkshire Whites and Aston Villa called West Midlands Village, the media and content team created a graphic offering a nod to that game and, also showing commercial savvy, used it to promote tickets for the match between the teams.
The move received praise from BBC Sport, Birmingham Mail, The Sun – while the Daily Express said: “Aston Villa have DESTROYED Leeds United over their ‘terrible’ crest”.
Paul Brown 