As the new Premier League season dawns, Aston Villa finds itself at a fascinating crossroads—balancing the promise of Unai Emery’s tactical brilliance with the sobering realities of financial constraint and regulatory scrutiny. Nearly three years after Emery’s arrival, the club stands transformed, yet the journey to silverware remains unfinished and fraught with fresh challenges both on and off the pitch.
Emery’s impact since succeeding Steven Gerrard in October 2022 is undeniable. When he took over, Villa languished in 14th, just three points clear of relegation. Fast forward to August 2025, and Villa have finished seventh, fourth, and sixth in consecutive seasons. They even threatened to consistently crack the top five—a remarkable turnaround that’s reignited hope at Villa Park. “To be in the Premier League in the position we are finishing in the last three years is fantastic,” Emery told BBC Sport. Yet, despite these strides, the trophy cabinet remains untouched since the 1996 League Cup triumph under Brian Little.
The hunger for silverware is palpable. Last season, Villa’s run included a Champions League quarter-final exit to Paris Saint-Germain and a stinging FA Cup semi-final defeat to Crystal Palace. The Europa Conference League semi-final loss to Olympiakos in 2024 still lingers. Each near miss has only heightened the sense of urgency and the weight of expectation on Emery’s shoulders. “If we are complaining about working hard, we are not in the right way,” Emery remarked, underscoring his relentless approach despite mounting obstacles.
But the climb is getting steeper. Financial limitations have become a defining feature of Villa’s summer. The club was fined €11 million (£9.5 million) by UEFA in July 2025 for exceeding a squad cost ratio of 80%, meaning an outsized portion of revenue is spent on wages. In reality, the wage-to-revenue ratio hit a staggering 91% last year, up 2% from the previous cycle—a situation exacerbated despite raising £175 million from the sales of Moussa Diaby, Jhon Duran, and Douglas Luiz. The result? Villa reported losses of £85.4 million for 2023-24 and £119.6 million for 2022-23, forcing a conservative approach in the transfer market.
For supporters dreaming of a summer spending spree, the reality has been far more subdued. Only one senior signing—striker Evann Guessand, arriving for £30 million (reports vary from £26.5 million to £30 million)—has been unveiled. Meanwhile, academy graduate Jacob Ramsey is heading to Newcastle for £40 million, a move that stings fans but offers pure profit to help balance the books. “Of course Jacob Ramsey is leaving, but we have to accept it. If he is leaving, it’s a very good deal for the club, for the player and as a team. It’s my responsibility as a manager to find a solution to get our performance through the players we have,” Emery said at Bodymoor Heath.
Villa’s transfer dealings haven’t ended there. Loan fees for Enzo Barrenechea and Louie Barry, plus £3.5 million from Kaine Kesler-Hayden’s move to Coventry City, have further padded the coffers. Yet, the club’s financial issues have become so pronounced that UEFA has threatened an additional £15 million levy if Villa fails future financial stress tests, and a ban from European competition looms for repeat offenses. The president of football operations, Monchi, and director Damian Vidagany have drawn both praise and pointed questions for their stewardship during these turbulent times.
On the pitch, the challenges are equally formidable. Villa’s defense was the worst among the top six last season, conceding 51 goals and losing nine away league games—leaving them 11th in the away form table. Newcastle, who edged Villa to fifth place by 14 points on goal difference, have strengthened with the acquisitions of Anthony Elanga and Malick Thiaw for nearly £90 million. Villa simply can’t compete with that financial firepower. Captain John McGinn, who attracted interest from Everton, remains a key lieutenant for Emery, while rumors of his departure proved unfounded. “We are not with the same capacity like Liverpool, Manchester United, Tottenham, Newcastle, Manchester City or Chelsea or Arsenal, but we have our power and we have to be positive and work hard with our capacity to be with them,” Emery asserted. “We have to believe in our sporting objective through our capacity.”
Despite the departures, there’s optimism about the squad’s core. Goalkeeper Emi Martinez, one of the Premier League’s best, remains at the club after signing a new five-year deal less than a year ago, though he’ll miss the first three matches of the new campaign. Tyrone Mings has also committed his future, and Lucas Digne is set to stay until age 35, though some question the wisdom of that contract given recent spending on Ian Maatsen. Donyell Malen, who had limited opportunities last season, is expected to play a more prominent role, especially if Leon Bailey departs for Roma. “That was a pity—as what’s been seen so far has been impressive,” noted one report about Malen’s potential.
The competitive landscape is unforgiving. Manchester United, Tottenham, Chelsea, Liverpool, Arsenal, and Manchester City have all strengthened, making the race for European spots even fiercer. As Mo Razzaq, chair of Aston Villa’s Supporters’ Trust, put it: “You’ve probably got, again, seven or eight teams trying to compete for three or four places so it can be very competitive. We know in Unai Emery we will be set up well, so it’s just a case of having faith in the management.”
Off the field, Villa faces additional scrutiny. On August 15, 2025, the Premier League announced that the club would pay a £125,000 fine and be banned from operating the multiball system in their first three home league matches—against Newcastle United, Crystal Palace, and Fulham—after five breaches of multiball rules last season. The most recent infraction came during a crucial 2-0 win over Tottenham Hotspur in May, a match pivotal to Villa’s Champions League ambitions. The Premier League emphasized the importance of consistency and fairness in the use of the multiball system, stating, “Clubs are required to adopt a multiball system at every league match and adherence to the relevant rules and guidance is of vital importance to maintain consistency and, crucially, to ensure that home clubs do not gain a competitive advantage through their misuse of the system.” Villa is the first club to have a multiball fine publicly disclosed for exceeding the £100,000 threshold.
Despite the setbacks, Emery remains undeterred. “We must be proud how we are building and being competitive,” he insists, and there’s a sense that Villa’s underdog spirit could yet yield rewards. The Europa League campaign is viewed as a genuine shot to end the club’s 29-year trophy drought, and the hope is that Champions League qualification—or perhaps even silverware—could provide the financial and emotional boost Villa so desperately needs.
As the curtain rises on the 2025-26 season, Villa Park brims with anticipation and uncertainty. The challenges are real, but so too is the belief that, under Emery, Aston Villa can continue to defy the odds. The journey for glory resumes this Saturday—and it promises to be anything but dull.
