Legends Global has agreed a 10-year partnership with Coventry City Football Club and Coventry Building Society Arena as the venue prepares for the club’s return to the Premier League.
The wide-ranging agreement is backed by a joint investment programme of more than £15m over the next three years, with approximately £2.5m already committed to initial improvements across hospitality, food and beverage, technology, premium spaces and venue infrastructure.
The partnership takes effect from 19 August and covers venue operations, food and beverage, premium hospitality, live entertainment, conferences and exhibitions and commercial development.
Legends Global is already recruiting across the Coventry Building Society Arena operation, with its remit covering live events, conference and exhibition activity, food and beverage, matchday hospitality and the development of premium guest experiences.
The agreement comes ahead of Coventry City’s first Premier League campaign since 2000–01.
Frank Lampard’s side secured promotion in April before going on to win the Championship title and will begin the 2026–27 Premier League season against Arsenal at the Emirates Stadium on 21 August.
Food and beverage will form a significant part of the transformation at the Coventry Building Society Arena.
Plans include new grab-and-go formats, locally influenced dishes and upgraded concession stands, alongside greater use of local suppliers and a focus on provenance and sustainability.
Self-service technology and wider operational systems are also planned as Legends Global looks to improve speed of service across football matches and non-sporting events.
The company’s Coventry recruitment programme confirms teams will operate across concessions, retail and premium hospitality, as well as concerts, conferences and exhibitions.
Premium hospitality will also undergo significant development.
One of the principal additions will be The Engine Room, developed in partnership with Simon Rogan’s Umbel Restaurant Group.
The collaboration builds on Legends Global’s work with Rogan at The Mezz at Manchester’s AO Arena, where the hospitality offer has incorporated dishes developed with Rogan and Skof chef Tom Barnes.
Umbel’s restaurant portfolio collectively holds 10 Michelin stars, with UK restaurants including three-Michelin-starred L’Enclume, Rogan & Co, Aulis London and Tom Barnes’ Skof among its Michelin-recognised operations.
At Coventry, menus for The Engine Room will be developed by Rogan’s team using seasonal ingredients, with involvement planned from Simon Rogan, Tom Barnes and Great British Menu chef Oli Marlow.
Further premium areas will include The Amp Bar & Grill alongside a reworked Board Room hospitality space.
Legends Global’s sales division will also manage premium hospitality and VIP sales strategy across the venue, including seasonal and matchday products, inventory management and VIP delivery.
The wider partnership is intended to grow the Coventry Building Society Arena beyond football through additional concerts, entertainment, conferences and exhibitions.
Legends Global’s current operating description for the venue confirms responsibility for growing the conference and events business, developing live entertainment programming and operating food and beverage services across the wider site.
Doug King, Owner and Executive Chairman of Coventry City, 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.”
The Coventry agreement follows further expansion by Legends Global across UK sport and live entertainment.
Earlier this month, the company renewed its food, beverage and hospitality partnership with York Racecourse for another eight years, extending a relationship that dates back to 1982.
Chris Bray, President, Europe at Legends Global, 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.”
The partnership begins immediately ahead of Coventry City’s Premier League return, with the first phase of arena improvements forming part of a three-year programme of investment across hospitality and venue operations.
Associated Articles
Legends Global Extends York Racecourse Partnership and Sponsors Yorkshire Oaks
Provides the strongest direct company context, with Legends Global extending another major UK sports hospitality partnership and continuing responsibility for public catering, bars, restaurants, hospitality and technology investment.
Legends Global Extends York Racecourse Partnership and Sponsors Yorkshire Oaks
Levy Extends EICC Catering Partnership Until 2032 After Three Decades
Adds closely related major-venue catering context, with Levy continuing responsibility for food and hospitality across conferences, exhibitions, concerts and corporate events at the Edinburgh International Conference Centre.
Levy Extends EICC Catering Partnership Until 2032 After Three Decades
Togather Acquires Field Vision Bars to Create UK’s Largest Integrated Live Event Food and Beverage Operator
Provides wider live-event food and beverage context, highlighting increasing integration of catering, bars and commercial operations across major venues and large-scale events.
