The Premier League team Aston Villa F.C. recently announced a multiyear partnership with Legends, a global premium experiences company, to support the strategic growth of the club as it modernizes and transforms their home pitch – the Villa Park in Aston, Birmingham (UK) – into a world-class sports and entertainment venue.
‘businesswire’ stated that the partnership with Legends, a leader in delivering exceptional fan experiences and driving commercial revenue, aligns with Aston Villa’s long-term strategic vision to create the best supporter experience in English football and establish multiple robust and diverse revenue streams.
The Aston Villa Football Club (commonly referred to as simply Villa) is a professional football club based in Aston, Birmingham, England (UK). The club, founded in 1874, compete in the Premier League, the top tier of English football. The team have played at their home ground, the Villa Park, since 1897.
The Villa Park is a football stadium in Aston, Birmingham (UK) with a seating capacity of 42,918. It has been the home of the Premier League club Aston Villa F.C. since 1897.
New York (US)-based Legends is a global premium experiences company that works with some of the most iconic and innovative brands in sports and entertainment to deliver exceptional experiences for the fans worldwide. The company offers partners a 360-degree data and analytics-fueled service solution platform to drive revenue, heighten their brand and execute their vision. Founded in 2008, Legends works with marquee clients across professional sports, collegiate, attractions, entertainment, conventions, and leisure.
‘businesswire’ further stated that following the redevelopment of 17 premium hospitality spaces and strong renewals in the 2024-2025 seasons the Aston Villa has appointed Legends to support the sales and strategic vision of the premium hospitality offerings at Villa Park. Presenting a wide range of hospitality offerings not only enhances the fan experience but also strengthens critical revenue streams, a crucial factor in ensuring Aston Villa’s continued success on the pitch.
In addition to the newly expanded premium hospitality spaces the Villa Park redeveloped several fan areas such as the new Fanzone and expanded Superstore. Additional work is ongoing at the new warehouse events venue which will provide both matchday and non-matchday experiences and can transform into a live music venue. The development of these spaces demonstrates Aston Villa’s commitment to its position as an economic driver for the West Midlands and a premier destination for global entertainment.
Commented Chris Heck, President of Business Operations, Aston Villa F.C., “Aston Villa is committed to delivering world-class offerings for our fans at the Villa Park. Last Summer we began a full redevelopment of our premium hospitality spaces to elevate the matchday experience. In Legends we have a best-in-class partner that allows us to maximize the potential of these new facilities. After a successful first season and with our 2025-2026 renewal programs underway we’re excited to keep building on this momentum.”
Legends will work alongside the club to establish the Villa Park as one of the leading premium experience programs in both the Premier League and the broader live entertainment space. With a host of new and renovated facilities now operational matchday at the Villa Park offers a wide range of experiences to cater to this ever-growing market.
Maintained Mike Ondrejko, President of Global Sales at Legends, “We are honored for the opportunity to partner with Aston Villa and support their bold vision for growth, both on and off the pitch. Having a long working history with Chris and knowing his vision for building a best-in-class team and process this partnership is a natural fit as Legends continues to focus and grow in supporting stadium development projects across Europe.”
Legends are partnered with many of the world’s most iconic sports, entertainment and attractions brands. Throughout Europe Legends also counts the LaLiga teams Real Madrid CF, FC Barcelona (Spain), the Premier League team Arsenal F.C. (UK), the Audi F1 project (the German car manufacturer Audi’s initiative to enter and compete in the Formula 1 World Championship starting in 2026), the Premier League teams Liverpool F.C., Manchester City F.C., the Manchester United F.C., and the Ryder Cup (a biennial Men’s golf competition between European and United States teams) as clients.
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