- August 19, 2026
- Posted by: SportsV
- Categories: Featured Articles, Features, Home News, Industry News, News, Press Releases
Legends Global has announced a landmark 10-year partnership with Coventry City Football Club and Coventry Building Society Arena, and the timing couldn’t be better. With the Club preparing to take their place in the Premier League for the 2026/27 season, the stage is set for one of the most exciting chapters in the club and city’s history.
Legends Global is proud to be the partner helping to make this happen – bringing world-class venue expertise, bold innovation and a relentless commitment to the fan, artist and promoter experience – to ensure Coventry’s arrival on the biggest stage in football is matched by an experience worthy of it.
Central to the partnership is a joint investment programme of over £15 million over the next three years, with around £2.5 million already committed to deliver immediate, visible improvements. This phased investment from both Coventry City Football Club and Legends Global will enhance every aspect of the fan, guest, promoter and event organiser experience, spanning hospitality transformation, food and beverage improvements, technology upgrades, premium spaces and wider venue infrastructure enhancements.
From 19th August, this major new multi-faceted partnership covers the complete spectrum of commercial, hospitality and operational activity for the arena, and is built around one clear, shared ambition to raise the bar for everyone who walks through the doors of the venue. This includes creating unforgettable experiences for fans, a promoter and artist experience that is world-class, as well as developing a future-looking strategy to further grow C&E opportunities at Coventry Building Society Arena.
The venue is already seeing strong success in this space, and combining that momentum with Legends Global’s network, the partnership is set to unlock even greater opportunity, attracting a wider range of conferences, exhibitions and large-scale events to Coventry and cementing the arena’s reputation as a premier destination for live entertainment and business events alike.
Coventry Building Society Arena MD, Paul Michael, is one of many industry experts set to share insights at the 2026 SVB LIVE Conference & Exhibition – focused on elevating the live experience – being hosted at Everton FC’s new Hill Dickinson Stadium, Oct 1st and 2nd, with an Opening Night Icebreaker at Liverpool FC’s iconic Anfield Stadium, Sept 30th.
Fans can look forward to a reimagined food and drink offer, with more choice including new grab-and-go concepts and bold, locally inspired dishes. With a philosophy rooted in championing local suppliers and prioritising sustainability and provenance, Legends Global will deliver real quality and choice at every price point, making great food and drink an integral part of the event-day experience. Soon, concession stands throughout the arena will be renovated and transformed, bringing a fresh new look and improved service.
Beyond food and beverage, Legends Global is making investment into the infrastructure that makes great event days possible; this means introducing self-serve technology and seamless end-to-end operational efficiencies for both matchdays and non-football events. Across retail, conference and events, and premium hospitality, fans and guests will notice a difference immediately with greater choice, content and opportunity.
The premium hospitality offer is set for a remarkable transformation, headlined by an exciting new partnership with Simon Rogan’s 10-Michelin Starred Umbel Restaurant Group, home to L’Enclume, Rogan & Co, Aulis, Henrock and more. Following its successful introduction at AO Arena’s The Mezz, Legends Global is now bringing this proven concept to Coventry through The Engine Room residency.
At the heart of the collaboration, guests can enjoy a Michelin-inspired menu curated by Simon and his team, including Great British Menu’s Oli Marlow. Rogan-influenced menus will be developed using quality seasonal ingredients, set to bring a new level of culinary prestige to the arena, with appearances also expected throughout the season from Simon Rogan, Tom Barnes and Oli Marlow. Elsewhere, The Amp Bar & Grill will bring a vibrant, contemporary dining experience to the arena, while the reimagined Board Room will offer a refined and prestigious setting for its guests.
Underpinning the transformation, Legends’ Global Sales team has secured a contract with the club to deliver premium hospitality and VIP sales and strategy across the venue. The team will oversee seasonal and matchday hospitality sales, inventory optimisation and VIP delivery, maximising revenue while elevating the guest experience at every touchpoint. With seasonal memberships already sold out, a limited number of match-by-match products are available now.
On joining forces with Legends Global, Owner and Executive Chairman, Doug King, said:
“This is a landmark partnership for Coventry City, Coventry Building Society Arena and the city as a whole. Our return to the Premier League is a defining moment, but our ambition extends far beyond what happens on the pitch. 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.”
Chris Bray, Legends Global’s President, Europe, said:
“Coventry City’s promotion to the Premier League is a huge moment for the club, its fans and for the city. It deserves a venue experience that matches the occasion, and that’s exactly what we’re here to deliver. 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. We cannot wait to show fans, and the Premier League, what this venue can do.”
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