Newly promoted English Premier League side Coventry City FC has struck a “landmark” new 10-year partnership with premium experiences firm Legends Global, concerning the club’s Coventry Building Society Arena home.
Through the agreement, Legends will manage commercial, hospitality and operational activity at the 32,609-capacity stadium.
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This will include the experiences and activities at the arena, with Legends looking to increase conferences and events, as well as the transformation of Coventry’s premium hospitality and restaurant offerings.
To this end, both Legends and Coventry City have committed to a joint investment of £15 million ($20.3 million) which will be disbursed across the next three years (the first £2.5 million has already been released) to support enhancements around the arena, including hospitality and food and beverage spaces, technology upgrades, and “wider infrastructure enhancements.”
Legends has also taken over hospitality and VIP sales at the venue with a global remit that will “underpin” the partnership.
Coventry finished top of the second-tier English Championship in the 2025-26 campaign, earning promotion back to the Premier League for the first time since the 2000-01 campaign.
Speaking on the deal, Coventry owner and executive chair Doug King said: “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.”
Legends Global’s president for Europe, Chris Bray, added: “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.”
Legends Global is the new name of the merged company formerly known as Legends/ASM Global, following the former's acquisition of the latter in 2024.
That deal allowed Legends to bolster its offering by adding venue planning, development, and management services; content and event booking services; partnerships and premium ticketing services; and merchandise and hospitality services.
Legends Global has a network of more than 250 venues in North America, including top stadiums such as Caesars Superdome in New Orleans, US Bank Stadium in Minneapolis, and Soldier Field in Chicago; arenas such as Desert Diamond Arena in Glendale, Paycom Center in Oklahoma City, and T-Mobile Center in Kansas City.
