The owners of Aston Villa will launch a stadium brand in 2019 as they continue to plan for the future.
A well-placed source has told BirminghamLive that the club's commercial opportunities are "under constant negotiation" and that selling the naming rights to the famous old site can not be ruled out.
There are no immediate plans at present, but the majority owners Nassef Sawiris and Wes Edens have made it clear that improving Villa's revenue streams remains a priority.
Villa Park – home to the club since 1897 – has never had a sponsor partner.
An emotional day at the Aston Villa Football Club, where Sir Doug Ellis comes to rest – you can see the scenes here:
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At the beginning of this year – and before the summer takeover – Villa renamed their training ground in Bodymoor Heath for the first time, which signaled a change in the approach.
A five-year deal with Recon, former majority shareholder Tony Xia's conglomerate, was closed, earning a total of £ 4 million, which BirminghamLive understands.
Xia first mentioned the opportunity to rename the stadium to include his Lotus Health Group company in 2016.
The Chinese businessman, who is still part of the establishment in Villa, albeit with a diminishing role, should trace this idea back to the Board.
It is understood that Villa would maintain the current name in the title if Villa would proceed with the idea.
The rival Birmingham City followed a similar approach when it renamed the stadium at St. Andrew's Trillion Trophy Stadium earlier this year.
As part of the behind-the-scenes production, Villa will also gain new partners next year to further increase its revenue streams.
Christian Purslow, CEO of Christian Purslow, has achieved incredible success in this area with his former club Chelsea. He helped launch over £ 1 billion in sponsorship deals – signing or extending contracts with Nike, Yokohama, Hublot, Delta, Carabao, Beats, Hotel Tonight and Wipro.
However, the concern to comply with Financial Fair Play regulations remains a real problem, even though the club insists that it is under control.
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A successful promotion this season would solve the problems, although another season in the championship will be detrimental.
Villa is currently in 14th place having just won five of the first 16 games of the season. Tomorrow they will face Derby County at the beginning of a crucial phase for Dean Smith's forces.
The Rams had FFP concerns last season, but sold top scorer Matej Vydra to Burnley over the summer to keep their balance.
The government's fears in June and July were quickly alleviated by the takeover and have since stabilized the ship.
But after the Blues EFL set an example that is currently subject to stringent transfer restrictions and threatened with a point deduction following the alleged violations, other clubs, including Villa, are becoming aware of the crackdown.