- March 12, 2025
- Posted by: SportsV
- Categories: Case Studies, Featured Articles, Features, Home News, Industry News, News, Press Releases
OVO Arena Wembley, one of the world’s most iconic and longest standing arenas is proud to announce a new partnership with Molson Coors, unveiling the new Coors Lounge. An extraordinary new premium space to recharge pre and post-show that promises to elevate the guest experience like never before, the brand-new Coors Lounge will officially open its doors, ready to say “Hello Wembley!” this April.
The Coors Lounge is influenced by the iconic music heritage at OVO Arena Wembley in the ‘70s and ‘80s, and Coors’ relationship with Colorado’s iconic Red Rocks Mountain Park.
The Coors brand forms a perfect partner for the vision for the new lounge, as OVO Arena Wembley reimagines the venue in its 90th year, looking ahead to an exciting future. Plush seating, sophisticated design, eye-catching visuals, pops of neon, and tour artwork adorn the walls, taking fans back to the heady days of punk and rock ’n roll. Plus, the bespoke table designs are made up of vinyl records from some of the most iconic artists who’ve graced the legendary Wembley stage over the decades.
Select shows will see the Coors Lounge take the party late into the night, with DJs and live entertainment. Coors Lounge guests will have the best seats in the house, with new premium seats added to the front rows of blocks, close to the stage.
By summer, Coors Lounge guests will also have direct access to their seats, bypassing the concourse thanks to a brand-new cut-through. The Coors Lounge at OVO Arena Wembley will be the ultimate space to kick-start and end a night of live entertainment.
John Drury, Vice President and General Manager of OVO Arena Wembley, said:
“We are thrilled to partner with Molson Coors to bring the Coors Lounge to life here at OVO Arena Wembley. This new collaboration reflects our continued commitment to the amazing legacy and longevity of the arena, as a destination that offers not only incredible live events but also the very best in hospitality experiences for our guests.”
Hannah Norbury, Marketing Director Western Europe at Molson Coors Beverage Company added:
“Coors has always been about celebrating memorable moments, and there is no better way to do that than by partnering with an iconic venue like OVO Arena Wembley, which brings people from across the world together to experience the best of live music. With the arena’s incredible legacy and ongoing transformation, the Coors Lounge and our range of drinks are the perfect additions – delivering a premium atmosphere which complements the energy and excitement of live events.”
Located within the heart of the OVO Arena Wembley, the Coors Lounge has been meticulously designed to blend contemporary style with ultimate comfort. This bespoke space will offer ticket holders an exclusive and elevated pre and post-show experience, including:
- A lounge designed in collaboration with partner, Coors, featuring bold, colourful décor, neon lights and a feature bar inspired by the venue architecture and Coors partnership with Colorado’s iconic Red Rocks Mountain Park.
- Access to the lounge’s Memory Wall; a brand-new collection of reimagined collectible concert posters celebrating OVO Arena Wembley’s unrivalled musical heritage and legacy.
- A dedicated VIP entrance and direct access to the auditorium from the Coors Lounge.
- A drinks menu including everything from exclusive champagne, wine, signature cocktails and a comprehensive selection of beers, ciders and spirits – including Coors range.
- A gourmet yet casual menu of small plates available from doors, each with a bespoke theme tailored to each event.
- The Coors lounge experience is available pre- and post-show to recharge and includes live entertainment, curated bespoke for each event.
The announcement comes as the arena undergoes a series of enhancements set to transform the venue. As part of the long-term vision and investment into OVO Arena Wembley, this re-imagination is set to elevate the complete fan experience and future-proof the venue for years to come.
The SVB LIVE series of events focus on elevating the live experience through Architecture & Design, Commercialisation, Customer Journey, Fan & Premium Experience, Hospitality, Interiors & Fit-Out, Sustainability and Technology. The 2025 SVB LIVE Conference & Exhibition is being held at Villa Park on October 6th and 7th, with an Opening Night Icebreaker on October 5th.
The first event to showcase this exciting new offering will be Sean Paul’s headline show on 18 April, providing fans a first chance to explore world-class music and exceptional hospitality.
OVO Arena Wembley is operated by Legends and ASM Global. Within the UK, Legends and ASM Global also operate and manage AO Arena, first direct Arena, Olympia London, P&J Live, Utilita Arena Newcastle, Utilita Arena Sheffield, Connexin Live, York Barbican, Sheffield City Hall and more.
It’s already gearing up to be a busy and exciting year at OVO Arena Wembley, with unmissable shows from You Me At Six, Olly Murs, Busted vs McFly, Lenny Kravitz, Limp Bizkit, Simply Red and more.
For more details on booking the Coors Lounge, annual and corporate memberships and more, visit ovoarena.co.uk/premium.
Motion Project Management (MPM) and JBC Projects were among the team that brought this project to life.
About OVO Arena Wembley
OVO Arena Wembley is one of the UK’s most legendary concert and events venues. Originally opened in July 1934, Wembley held its first concert in 1959 and has most recently welcomed the likes of Bon Iver, Sam Fender and Blackpink, following legendary performances over the decades from The Beatles, Queen, Led Zeppelin, David Bowie, The Cure and The Rolling Stones, as well as the UK’s first arena comedy show in 1993.
With a total capacity of 12,500, OVO Arena Wembley now hosts over 120 shows a year, welcoming around 1 million fans a year. As well as delivering world-class live entertainment, OVO Arena Wembley is committed to reducing the environmental impact of its operations and events, and is officially certified as an AGF Greener Arena, signifying its team’s extensive work to creating a sustainable venue.
About Molson Coors Beverage Company
For over two centuries, Molson Coors Beverage Company has been brewing beverages that unite people for all of life’s moments. In the UK and Ireland we now have four breweries, with our UK home in the renowned brewing town, Burton upon Trent, and a nearly 300-year-old cider press in Suffolk.
Molson Coors Beverage Company produces some of the most beloved and iconic beer brands ever made. While the company’s history is rooted in beer, Molson Coors offers a modern portfolio that expands beyond the beer aisle. Our growing beverage portfolio in the UK and Ireland includes Aspall Cyder, Atlantic Pale Ale, Cobra, Madri Excepcional, Pravha, Staropramen and Rekorderlig, alongside popular favourites Coors, Carling, and Doom Bar.
Molson Coors Beverage Company support BeDrinkAware.co.uk
SVB LIVE events are organised by Sports Venue Business – the leading platform for sector news, views and developments – and feature Global Networking Events, a webinar series and the annual SVB LIVE Conference & Exhibition.
Check out the latest sports and entertainment venue development data from across the globe in the exclusive, subscription-only, SVB Global Report here.
