It will be based at the Coventry Building Society Arena
The partnership will transform the experience of attending matches and events at the CBS Arena(Image: Shutterstock)
Coventry City and the CBS Arena have struck a hospitality deal they say will make the club's home 'one of the UK’s leading destinations'.
A landmark partnership with Legends Global, which counts sporting giants Real Madrid, Barcelona, Arsenal and Chelsea among its current clients, will be backed by a joint investment of more than £15 million over the next three years.
The partnership brings together the football club, the stadium and one of the world’s leading sports and entertainment organisations to enhance food and drink kiosks and offerings, create new premium hospitality environments and attract music and entertainment talent to the arena.
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A statement released on the CBS Arena website has called it "at a defining moment for the Club".
What does it mean?
The deal will see a major programme of transformation across the entire venue, with Legends Global delivering first-class culinary and hospitality experiences while attracting world-leading music and entertainment talent.
Supporters and visitors will see the transformation across every level of the experience, from redesigned kiosks, elevated food and drink offers and new premium hospitality environments.
At the heart of the new premium hospitality proposition will be a collaboration with Simon Rogan’s Umbel Restaurant Group, whose restaurants hold nine Michelin stars; the most any Premier League team holds as a residency chef for match-day experiences. Legends Global will bring the group’s world-renowned culinary expert to Coventry through a residency in The Engine Room hospitality lounge, creating a dining experience unlike anything previously offered at the Arena.
The partnership extends beyond food and beverage. It will bring investment in technology, infrastructure and operations, creating a more seamless experience on matchdays and at major events while introducing new and significantly enhanced premium spaces across the venue.
'Aim for UK leading destination'
"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 statement reads. "The ambition is clear; to establish Coventry Building Society Arena as one of the UK’s leading destinations for sport, live music, exhibitions, conferences and hospitality, 365 days of the year."
It added: "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."
On joining forces with Legends Global, Owner and Executive Chairman 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.
“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.”
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.
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.”
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