The Coventry Building Society Arena
Outside view of the Coventry Building Society Arena(Image: Barrington Coombs/PA Wire)
Coventry City have stepped up their attempts to monetise the CBS Arena by striking a £15million investment deal.
The Sky Blues have brought Legend Global on board bringing together the football club, stadium and a leading sports and entertainment company for a joint investment over three years.
Legends Global works with many of the world’s most iconic stadiums, arenas and convention centres, helping to transform venues into globally recognised destinations.
The intent is to establish the CBS Arena as one of the UK’s leading destinations for sport, live music, exhibitions, conferences and hospitality, 365 days of the year and the investment will see a programme of transformation across the venue.
That includes redesigned kiosks, improved food and drink provision and new premium hospitality environments, including a collaboration with Simon Rogan’s Umbel Restaurant Group, whose restaurants hold 10 Michelin stars.
A club statement said: “Legends Global has a world-renowned reputation for creating exceptional guest experiences and works with some of the biggest names in global sport and entertainment, including Arsenal and Chelsea.
“As Premier League football returns to Coventry, the partnership represents another statement of intent from the Club and Arena. It will strengthen Coventry Building Society Arena’s position on the national and international stage, creating a destination worthy of the world’s best football, food, music and live entertainment.”
Owner 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.
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“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 added: “Coventry City’s promotion to the Premier League is a huge moment for the club, its fans and for the city.
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“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.”