Legends Global appoints arena manager

Global venue management company Legends Global has appointed Andy Price as general manager of Coventry Building Society Arena, home of Coventry City Football Club.

Andy joins from Olympia in London, where he spent two years as marketing and communications director, overseeing the venue’s marketing strategy and supporting the development of two major projects, The ICC and The Addison.

He previously spent five years as commercial director of ticketing and arenas at The NEC in Birmingham, following 17 years working in marketing and live events within commercial radio.

In his new role, Andy will oversee arena operations, hospitality and food and beverage, while driving revenue growth through concerts, conferences and other non-matchday events.

Andy said: “I’m delighted to be joining the team at Coventry at such a pivotal time for both the football club and the venue. 

“We have huge ambitions and big plans for growth in the years ahead. 

“This opportunity provides a platform for me to bring together everything I learned through a variety of roles in the live events industry – music, conferences and events, ticketing, premium hospitality – it’s all part of our plans and I can't wait to get started!”

Andy’s appointment follows the announcement of a ten-year partnership between Legends Global and Coventry City Football Club, backed by more than £15 million of joint investment over three years.

The investment will support improvements to hospitality, technology, premium spaces and the wider venue, with Andy taking up his position full-time from December 1.

Gary Simpson, SVP operations UK at Legends Global, added: “At Legends Global, we’re always looking to the exceptional talent already within our business, giving people the opportunity to grow and take on new roles at our venues. 

“Andy is a great example of that – he comes with fantastic experience, and I am delighted that he is stepping into the general manager role. 

“We’re proud to be working together with Coventry City Football Club and Coventry Building Society Arena and are very excited about what we can achieve together to transform the venue for the years ahead.”

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