Aston Villa was the first and is thus the oldest client of Sports Alliance from 2002. The cooperation started with the strategic design of a Customer Focus program. This program included, among others, the creation of a Consumer Sales department as well as the introduction of a CRM system. In a later stage this program was repeated for the business-to-business operations.

Sports Alliance manages all supporter data, both consumer and corporate, for the whole club. The data flows from the clubs transactional systems into the Sports Alliance MCV where it is cleaned and deduplicated before it flows into the CRM system of the club.