Aston Villa’s Pride range to support LGBTQ+ activity in the community

Catherine Muxworthy September 18, 2022

From June to August 2022, all net profits from the sales of the Pride range sold by Aston Villa Football Club were donated equally to the AVFC Foundation to support LGBTQ+ activity in the community – through their mental health and wellbeing Be You sessions – and Birmingham LGBT.

Throughout September and October, Aston Villa will be working with their retail partner Fanatics to re-activate this initiative, in line with their support for Birmingham Pride, and the Rainbow Laces period throughout October.

Monthly Be You football sessions begin from Sunday, October 2 at the Academy Building, Villa Park, and they are a safe and inclusive LGBTQ+ space, open for all ages 18+, and all abilities. To book your place email:

Lucy Keeling, Equality, Diversity & Inclusion Lead at the Club, explained “Moving forward, there are exciting discussions taking place as to how we can amplify all year-round support through Pride product ranges, which will include consultation with Villa & Proud.”