- March 19, 2026
- Posted by: SportsV
- Categories: Featured Articles, Features, Home News, Industry News, News, Press Releases
Legends Global, premier partner to the world’s greatest live events, venues and brands, has announced a new integrated sales leadership structure in Europe, reinforcing the company’s long-term commitment to the region and strengthening its ability to drive premium seating, VIP hospitality and ticketing revenue for clubs and venue owners. The leadership changes come as European sport increasingly prioritises commercial performance to support major stadium redevelopment and modernisation projects.
At the centre of this structure is Colin Cook, Executive Vice President, Sales for NFL & International, who provides senior executive oversight for Legends Global’s European sales function. In his expanded role, Cook oversees global sales strategy across premium seating, VIP hospitality and ticketing, while bringing proven US-style sales structures, analytics and performance measurement into the European market. Cook joined Legends Global in 2019 and was most recently Executive Vice President, Sales for Managed Venues.
Reporting into this integrated model, Vicky Jaycock has been appointed Vice President, Sales – UK, and Duna Pigrau has been named Vice President, Sales – Iberia, overseeing Spain, Portugal and select Southern European markets. Together, the leadership team connects global sales expertise with dedicated local market leadership to drive scalable commercial growth across Europe.
Across the region, clubs and venue owners are raising the bar on matchday and non-matchday revenue generation. Premium seating and hospitality, once secondary to general ticket sales, are now central to long-term financial sustainability – particularly for organisations investing heavily in stadium redevelopment. Legends Global’s updated European sales structure is designed to meet this demand, with leadership focused on key growth markets.
The 2026 SVB LIVE Conference & Exhibition – with a focus on elevating the live experience through pillars including VIP Hospitality and Premium Seating – is being hosted at Everton’s spectacular Hill Dickinson Stadium, October 1st and 2nd, with an Opening Night Icebreaker at Liverpool FC’s iconic Anfield on September 30th.
Across Europe, Legends Global is also working with clubs to unlock the full potential of their facilities beyond the matchday. Applying a proven, US-inspired commercial approach, Legends Global can help its partners to maximise revenue streams including premium hospitality, third-party events and MICE (meetings, incentives, conferences and exhibitions). This includes activating year-round, optimising underused spaces and developing state-of-the-art premium experiences that appeal to audiences, including corporate and international audiences. By driving revenue into these areas, clubs are positioned to ensure their long-term commercial growth doesn’t impact matchday expenses or connections to loyal fans and communities.
In the UK, Legends Global has partnered with Premier League clubs, including the development and modernisation of hospitality and premium seating at Manchester City Football Club, successfully doubling premium revenue at Aston Villa Football Club, and last year entering into a milestone new agreement with Chelsea Football Club.
Within this market, Jaycock leads sales strategy across premium seating, VIP hospitality and ticketing. She brings extensive club-side experience from senior commercial roles at Liverpool FC and Everton FC, where she directed premium sales strategies linked to new stadium development. At Legends Global, she supports high-profile club and multi-use venue clients with focus on the continues growth of the company’s European portfolio.
In Iberia, Pigrau plays a central role in shaping premium and hospitality sales strategies for major stadium transformation projects, working with partners like FC Barcelona and Valencia CF. She joined Legends Global in 2023 after roles with the NBA and Kosmos Tennis to lead the company’s VIP hospitality sales efforts for FC Barcelona’s Espai Barça redevelopment.
At Espai Barça, Legends Global successfully completed the sales of all allotted VIP premium seats in October. At Valencia CF’s Nou Mestalla development, early premium product launches have seen strong demand, with two categories already sold out and initial sales doubling the club’s previous annual premium revenue record. The club has also opened a new Experience Centre to showcase its premium stadium offerings.
Beyond these projects, Legends Global partners with many of Europe’s most ambitious venue developments, including Real Madrid’s Santiago Bernabéu and an expanding portfolio of Premier League and continental clubs evaluating next-generation premium, VIP and ticketing strategies.
With this integrated leadership model, Legends Global continues to advance and scale its European sales business beyond consultancy to deliver full commercial execution. This includes pricing strategy, inventory phasing, go-to-market planning, CRM deployment, and large-scale premium and ticket sales campaigns – helping partners convert historic venue investment into sustained commercial success.
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Check out the latest sports & entertainment venue development data from across the globe in the exclusive, subscription-only, SVB Global Report here.
