Arsenal appoints Legends to maximise non-matchday revenue

Arsenal has announced the appointment of global premium experiences company Legends to manage sales and delivery for the club’s non-match day meeting and event business at Emirates Stadium. Working in partnership, Arsenal and Legends will leverage the wide range of facilities at Emirates Stadium to maximise non-matchday revenue.

The partnership will reenergise the meetings and events market, bringing the iconic Emirates Stadium to life on non-matchdays.

Boasting an array of versatile, modern and luxurious spaces, The Emirates Stadium offers everything event planners would expect of a stage hosting one of the world’s most successful football clubs.

The meetings and events business at Emirates Stadium caters to a wide range of events from private intimate meetings to large multi-day, multi-space conferences and Christmas parties. A truly unique setting, with added value to be able to offer behind-the-scenes tours and merchandise to create a memorable visit.

Tom McCann, Arsenal’s Venue Director, said:

We’re delighted to confirm our new partnership with Legends. Emirates Stadium is a fantastic venue with brilliant connections in the heart of London. We have a strong track record of hosting some brilliant events, and we’re excited to work with Legends to build on this.

ALSD International 2023 will take place at Manchester City’s Etihad Stadium October 9-10. Optimising revenue through New Builds, Renovations & Service Expansions is the key focus of this industry-leading event, with architecture & design, fan experience, hospitality, premium sales & service, and technology taking centre stage. Arsenal’s Tom McCann is one of some 40 industry experts sitting on the ALSD International Advisory Board.

Ryan Tawwater, Vice President of International and Special Projects, Legends Hospitality said:

Emirates Stadium is a first-class venue with global appeal in a highly accessible London location that offers a wide range of customisable opportunities for events. Legends is excited to collaborate with Arsenal to develop a proactive approach to drive revenue across the venue on non-matchdays.

Legends is partnered with many of the world’s most iconic sports, entertainment and attractions brands, providing a holistic, data-driven service solution. Throughout Europe, Legends also counts Real Madrid, FC Barcelona, Liverpool FC and Manchester City FC, among many others, as clients.

For more information and event enquiries for Emirates Stadium, interested parties can visit or email

Source & imagery, courtesy: Legends

Sports Venue Business organises and delivers ALSD International – the leading event and 365 community for the Premium Seat & Hospitality sector – on behalf of the Association of Luxury Suite Directors (ALSD).

ALSD International 2023 is taking place at Etihad Stadium this October, with venue tours complimenting the high-level conference, exhibition and networking events. This year’s edition will feature the inaugural Tech Symposium and a Fan Experience breakout being delivered by IIFX.

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