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Aston Villa are putting the naming rights for the Holte End up for grabs, Neil Moxley can exclusively reveal in our sister paper the Sunday People.

Moxley reports that the club is undertaking a major new sponsorship drive and one of the most iconic stands in English football could be given a new moniker.

Villa have recently installed a new chief executive, Tom Fox, and are recruiting a commercial director. And part of the brief was to raise funds through selling the naming rights of the stands at Villa Park.

The Holte End, which was once the largest terrace in English football holding 22,500 fans, would be the obvious starting point as it remains the favoured stand for the club’s hardcore support.

Owner Randy Lerner has a background in American sport where such deals are commonplace – although the Birmingham club has always maintained that the stadium itself will not undergo a name change.

Dave Woodhall, of the Heroes and Villains website, said: “Personally, I wouldn’t have a problem with it.

“It wouldn’t bother me if we saw a new £20million striker banging in a goal at the LG Arena End, for example.

“However, there is a section of our supporters who would be against it.”