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Wed 9 October 2024 17:00, UK

Aston Villa’s former chief Keith Wyness has insisted Adrian Filby could be in for a “rude awakening” after making the move from Celtic to Villa Park.

Speaking on the new edition of Football Insider’s Inside Track podcast, the 66-year-old – who served as CEO at Villa Park between 2016 and 2018 and now runs a football consultancy advising elite clubs – suggested the Premier League market is much more competitive than the Scottish Premiership.

Filby confirmed in a LinkedIn post on 30 September he has joined the West Midlands giants as their new chief commercial officer after previously spending 21 years over two spells in a similar role at Celtic.

One of his biggest tasks will likely be securing a new front-of-shirt deal, with Unai Emery’s side’s qualification – and early success in the Champions League – expected to provide a boost to any talks with blue-chip brands.

Villa signed a two-year deal with Greek betting platform Betano earlier this year, with the £20million-a-season agreement believed to be the most lucrative shirt deal in the club’s history.

Aston Villa chief received glowing reports after Celtic switch

Wyness revealed he’s heard good reports about Filby after he’s made the switch to Villa Park.

He told Football Insider: “It’s always difficult coming down from Scotland into the Premier League.

“I’ve done it once myself, going from Aberdeen to Everton. I know the difference in the scale of numbers, competition and sophistication. I wish him well.

“It’s a difficult gig, but Celtic in many ways were able to hit home runs really easily. They were pretty unique in terms of their size, scale and global reach.

“They didn’t really have much competition for those interested in the Scottish market. Rangers were there, but Celtic were always top dog in terms of particular sponsors.

“He’s going to find it a very competitive market in the Premier League. That’s going to be a global perspective that Celtic didn’t quite have as well, so he’s got his work cut out.

“I’ve heard good reports about him, there’s no doubt. He obviously knows what he’s doing. I believe he’s an accountant by trade and has certainly had some good results at Celtic.

“But I think he’s going to find it a rude awakening in the Premier League reality in terms of what he’s got to try and do and the targets that the Villa owners want him to reach.”

In other news, Unai Emery stunned by Aston Villa star’s transformation.

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