‘Landmark’ deal drives £15 million arena ambitions

A sports and entertainment venue is set for a £15 million transformation aimed at enhancing its matchday, hospitality and events offer.

Coventry City FC and Coventry Building Society Arena have agreed a new partnership with global sports and entertainment organisation Legends Global, backed by joint investment over the next three years.

The programme aims to establish the arena as one of the UK’s leading year-round destinations for sport, live music, exhibitions, conferences and hospitality.

Visitors will see improvements ranging from redesigned kiosks and upgraded food and drink options to new premium hospitality spaces, alongside investment in technology, infrastructure and operations.

A key element will be a new collaboration with Simon Rogan’s Umbel Restaurant Group, whose restaurants hold ten Michelin stars.

The group will bring its culinary expertise to Coventry through a mini-residency in the arena’s Engine Room hospitality lounge, creating a new premium dining experience on matchdays.

Legends Global will also work alongside the club and arena teams to attract more high-profile music and entertainment events, while developing opportunities across the conference and events market.

A long-term global sales agreement will support the venue’s premium sales and VIP hospitality strategy.

Legends Global works with stadiums, arenas and convention centres around the world, with its sporting partnerships including Arsenal and Chelsea.

The investment comes as Premier League football returns to Coventry, with bosses aiming to capitalise on the increased profile of the club and venue.

Officials say the partnership will help strengthen the arena’s national and international standing while creating a more seamless experience for supporters, visitors and event delegates.

The wider ambition is to increase activity throughout the year, combining football with food, music, business events and live entertainment to ensure the arena is used well beyond matchdays.

Doug King, owner and executive chairman of Coventry City FC, 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 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, added: “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 much more than operations, it’s about bringing real transformation to both the club and the arena – newly renovated kiosks, elevated food and drink, the premium spaces and technology that make everything feel effortless.

“We don’t just operate venues – we set a new benchmark for what the complete experience should look and feel like. 

“We are incredibly proud to be Coventry’s partner for this journey, and cannot wait to show fans, and the Premier League, what this arena can do.”

Want your business, product or service to be seen regionally and nationally? Bdaily helps you get your story in front of the right audience, every day. Find out how Bdaily can help →

Join more than 55,000 subscribers by signing up to our daily bulletin each morning here.