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Coventry City Football Club Partners with Legends Global

Legends Global has entered a 10-year partnership with Coventry City FC and the Coventry Building Society Arena, investing over £15 million to enhance the venue ahead of the 2026-27 Premier League season. Improvements include upgraded hospitality, food services, and new technology, aiming to attract year-round events and enhance the overall visitor experience.

Newsdesk R. Michael August 19, 2026 4 minutes read

A general view before the start of the match

COVENTRY, England — Legends Global has announced a landmark 10-year partnership with Coventry City Football Club and Coventry Building Society Arena, launching a major new chapter for the club, the venue and the city.

The agreement comes as Coventry City prepares for its return to the Premier League for the 2026-27 season. Legends Global will help transform the Coventry Building Society Arena through major investment, upgraded hospitality, improved food and beverage options, new technology and expanded conference and event opportunities.

Coventry City and Legends Global plan to invest more than £15 million over the next three years. Around £2.5 million has already been committed to improvements designed to make an immediate difference for football fans, event guests, conference delegates, artists and promoters.

Major Investment in Coventry Building Society Arena

The partnership officially begins August 19 and covers commercial, hospitality and operational activities across Coventry Building Society Arena.

Investment will focus on hospitality areas, food and beverage operations, technology, premium spaces and wider venue infrastructure. Legends Global also plans to help expand the arena’s conference and events business.

Coventry Building Society Arena already hosts football, concerts, exhibitions, conferences and other major events. Legends Global will use its international venue network and sales expertise to attract additional events to Coventry.

The partnership also aims to make the venue a stronger year-round destination rather than one focused primarily on football matchdays.

New Food and Drink Options

Fans will see significant changes to food and beverage service throughout the arena.

Plans include new grab-and-go concepts, locally inspired dishes and renovated concession stands. Legends Global also plans to introduce self-service technology designed to reduce waiting times and improve operations during busy events.

The company says local suppliers, sustainability and ingredient provenance will play important roles in the new food program.

Retail, conference facilities and premium hospitality areas will also receive improvements as part of the wider investment.

Simon Rogan Dining Experience Coming to Coventry

One of the biggest hospitality changes involves renowned British chef Simon Rogan and his Umbel Restaurant Group.

Legends Global plans to bring the restaurant group to Coventry through a new Engine Room residency. Rogan’s restaurant portfolio includes L’Enclume, Rogan & Co, Aulis and Henrock.

Guests will experience a Michelin-inspired menu developed by Rogan and his culinary team, including chef Oli Marlow. Seasonal British ingredients will form the foundation of the menu.

Simon Rogan, Tom Barnes and Oli Marlow are also expected to make appearances during the season.

The arena’s wider hospitality transformation will include The Amp Bar & Grill, which will provide a contemporary dining experience. A redesigned Board Room will offer another premium option for guests.

Legends Global Takes on Premium Sales

Legends Global’s Global Sales team has also secured a long-term agreement with Coventry City to oversee premium hospitality and VIP sales strategy.

The company will manage seasonal and matchday hospitality sales, premium inventory and VIP delivery. Seasonal memberships have already sold out, although a limited selection of match-by-match hospitality products remains available.

Coventry City owner and Executive Chairman Doug King called the agreement a landmark partnership for the football club, arena and wider city.

King said Coventry City’s Premier League return represents a defining moment, while stressing that the club’s ambitions extend beyond football. He said the investment should help Coventry attract leading sports, music, conference, exhibition and hospitality events throughout the year.

Legends Global President, Europe Chris Bray said Coventry’s Premier League promotion deserves a venue experience that matches the occasion.

Bray said the partnership will introduce improved food and drink, new premium spaces, additional live entertainment and new partnerships across the venue.

A New Era for Coventry

The partnership arrives at an important time for Coventry City and Coventry Building Society Arena.

Legends Global operates an international network of more than 450 venues that collectively host around 20,000 events and welcome more than 165 million guests annually.

Its UK portfolio includes AO Arena in Manchester, OVO Arena Wembley, Emirates Stadium, Olympia London, First Direct Bank Arena in Leeds and Utilita Arena Newcastle.

For Coventry, the agreement combines the excitement of Premier League football with significant investment in the arena’s long-term future.

The partners now aim to create a stronger matchday experience while attracting more concerts, conferences, exhibitions and major events to Coventry throughout the year.