Legends Global has announced a 10-year partnership with Coventry City Football Club and Coventry Building Society Arena.
The partnership includes a joint investment programme of over £15 million over the next three years, with around £2.5m already committed to deliver immediate improvements, as the venue looks to expand its appeal for music and major events.
This phased investment from both Coventry City Football Club and venue management group Legends Global spans hospitality transformation, food and beverage improvements, technology upgrades, premium spaces and wider venue infrastructure enhancements.
We’re setting a new benchmark for what the complete experience should look and feel like
Chris Bray, Legends Global
The partnership is also developing a strategy to attract a wider range of conferences, exhibitions and large-scale events to Coventry.
Chris Bray, Legends Global’s president, Europe, said: “Coventry City’s promotion to the Premier League is a huge moment for the club, its fans and for the city. It deserves a venue experience that matches the occasion, and that’s exactly what we’re here to deliver. This is about bringing real transformation to both the club and the arena – more phenomenal live entertainment content, elevated food and drink, new premium spaces and innovative partnerships that are genuinely unique.
"We’re setting a new benchmark for what the complete experience should look and feel like and are incredibly proud to be Coventry’s partner for this journey."
Together with Legends Global, we are making a significant investment in the future of this venue
Doug King, Coventry City
The investment will also include a premium hospitality offer, The Engine Room, headlined by a new partnership with Simon Rogan's Umbel Restaurant Group, following its introduction at The Mezz at Manchester's AO Arena.
Legends’ Global Sales team has secured a contract with the football club to deliver premium hospitality and VIP sales and strategy across the venue.
"Together with Legends Global, we are making a significant investment in the future of this venue and transforming the experience for everyone who comes through its doors," said owner and executive chairman Doug King. "We want to attract the world’s best talent both on and off the pitch and establish Coventry as a leading destination for sport, music, exhibitions, conferences and hospitality."
Legends Global's portfolio includes UK venues AO Arena, Connexin Live, First Direct Bank Arena, Olympia, Outernet, OVO Arena Wembley, P&J Live, Strawberry Arena, Utilita Arena Newcastle, Utilita Arena Sheffield, Vaillant Live and York Barbican.
