The Premier League club runs a survey system called Voice in the Crowd to gather fans’ opinions about things like brand identity and kit design and to conduct the vote for player of the year.

“Supporter consultation is at the heart of everything we do,” said Aston Villa’s head of marketing, Russell Jones. “All product and service development is undertaken as a direct result of fan suggestions and feedback.”

The system is currently being used to get fan input on the club’s website and on its corporate hospitality and event facilities.