Legends Global scores 10-year partnership with Coventry City Football Club

Events company Legends Global has announced a 10-year partnership with Coventry City Football Club and Coventry Building Society Arena.

It coincides with Coventry City Football Club being promoted to the Premier League this football season for the first time in 25 years.

Coventry City Football Club and Legends Global have agreed a joint investment programme of more than £15m over the next three years, with around £2.5m already committed to deliver immediate improvements.

The partnership will focus on enhancing the stadium’s technology, hospitality and infrastructure, in addition to expanding Coventry Building Society Arena’s conference and events opportunities.

Legends Global will introduce new grab-and-go concepts and self-serve technology to improve efficiency for both matchdays and non-football events, while also elevating the premium hospitality offer through a partnership with Simon Rogan’s Umbel Restaurant Group, which shares 10 Michelin stars between L’Enclume, Rogan & Co, Aulis, Henrock and its other outposts.

The events company will host the Engine Room restaurant residency, where guests will be able to meet chefs Rogan, Tom Barnes and Oli Marlow over the course of the season.

Doug King, owner and executive chairman of Coventry City Football Club, said: “This is a landmark partnership for Coventry City, Coventry Building Society Arena and the city as a whole. Our return to the Premier League is a defining moment, but our ambition extends far beyond what happens on the pitch.

“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. 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, 365 days a year. This is about matching the scale of our ambition with the quality of our environment, and demonstrating what Coventry can achieve on the national and international stage.”

Chris Bray, Legends Global’s president, Europe, added: “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. We cannot wait to show fans, and the Premier League, what this venue can do.”

Legends Global operates more than 450 venues and 20,000 events globally, including Arsenal FC, Chelsea Football Club, Real Madrid CF, FC Porto, Avicii Arena, AO Arena and OVO Arena Wembley.