Aston Villa and Legends announce long-term partnership

Aston Villa Football Club has announced a multi-year partnership with Legends, a global premium experiences company, to support the strategic growth of the club as it modernises and transforms Villa Park into a world-class sports and entertainment venue.

The partnership with Legends, a leader in delivering exceptional fan experiences and driving commercial revenue, aligns with Aston Villa’s long-term strategic vision to create the best supporter experience in English football and establish multiple robust and diverse revenue streams.

Following the redevelopment of 17 premium hospitality spaces and strong renewals in the 2024/25 season, Aston Villa has appointed Legends to support the sales and strategic vision of the premium hospitality offerings at Villa Park. Presenting a wide range of hospitality offerings not only enhances the fan experience but also strengthens critical revenue streams, a crucial factor in ensuring Aston Villa’s continued success on the pitch.

In addition to the newly expanded premium hospitality spaces, Villa Park redeveloped several fan areas, such as the new Fanzone and expanded Superstore. Additional work is ongoing at the new warehouse events venue, which will provide both matchday and non-matchday experiences and can transform into a live music venue. The development of these spaces demonstrates Aston Villa’s commitment to its position as an economic driver for the West Midlands and a premier destination for global entertainment.

Chris Heck, President of Business Operations at Aston Villa, said:

“Aston Villa is committed to delivering world-class offerings for our fans at Villa Park. Last summer, we began a full redevelopment of our premium hospitality spaces to elevate the matchday experience. In Legends, we have a best-in-class partner that allows us to maximise the potential of these new facilities. After a successful first season, and with our 2025/26 renewal programme underway, we’re excited to keep building on this momentum.”

Legends will work alongside the club to establish Villa Park as one of the leading premium experience programmes in both the Premier League and the broader live entertainment space. With a host of new and renovated facilities now operational, matchday at Villa Park offers a wide range of experiences to cater to this ever-growing market.

The 2025 SVB LIVE Conference & Exhibition is being held at Villa Park on October 6-7, with the next SVB LIVE Networking Event taking place at Fulham Pier on June 4th, at which Legends International’s Head of Global Planning, Martin Jennings, will be speaking. SVB LIVE events focus on elevating the live experience through Architecture & Design, Commercialisation, Customer Journey, Fan & Premium Experience, Hospitality, Interiors & Fit-Out, Sustainability and Technology.

Mike Ondrejko, President of Global Sales at Legends, said:

“We are honoured for the opportunity to partner with Aston Villa and support their bold vision for growth, both on and off the pitch. Having a long working history with Chris and knowing his vision for building a best-in-class team and process, this partnership is a natural fit as Legends continues to focus and grow in supporting stadium development projects across Europe.”

Legends is partnered with many of the world’s most iconic sports, entertainment and attractions brands. Throughout Europe, Legends also counts Real Madrid CF, FC Barcelona, Arsenal FC, Audi F1 project, Liverpool FC, Manchester City FC, Manchester United and the Ryder Cup as clients.

Source & imagery, courtesy: Legends

SVB LIVE events are organised by Sports Venue Business (SVB) and feature Global Networking Events, a webinar series and the annual SVB LIVE Conference & Exhibition.