Coventry City are intensifying efforts to generate revenue from the CBS Arena through a £15million investment partnership.
The football club has enlisted Legends Global, creating a collaboration between the team, the stadium and a prominent sports and entertainment firm for a three-year joint investment.
Legends Global partners with numerous world-famous stadiums, arenas and convention venues, assisting in converting facilities into internationally recognised destinations.
The objective is to position the CBS Arena as a premier UK venue for sport, live music, exhibitions, conferences and hospitality throughout the entire year, with the investment funding a transformation programme across the site.
This encompasses revamped refreshment kiosks, enhanced dining and beverage offerings and innovative premium hospitality spaces, including a partnership with Simon Rogan’s Umbel Restaurant Group, which boasts ten Michelin stars.
A club statement commented: Legends Global has an internationally acclaimed track record for delivering outstanding visitor experiences and collaborates with major figures in worldwide sport and entertainment, such as Arsenal and Chelsea. As Premier League football comes back to Coventry, this partnership marks another declaration of intent from the club and venue. It will enhance Coventry Building Society Arena’s standing nationally and internationally, establishing a venue worthy of top-tier football, cuisine, music and live entertainment.
Owner Doug King remarked: This represents a significant partnership for Coventry City, Coventry Building Society Arena and the city itself. Our return to the Premier League marks a pivotal moment, yet our aspirations reach well beyond field performance. Working alongside Legends Global, we are committing substantial resources to the venue’s future and enhancing the experience for all visitors. We aim to draw world-class talent both in sporting and non-sporting roles while establishing Coventry as a prominent destination for sport, music, exhibitions, conferences and hospitality throughout the year. This involves aligning the magnitude of our ambitions with the calibre of our facilities and showcasing what Coventry can accomplish on both national and international levels.
Chris Bray, President of Legends Global, stated: Coventry City’s elevation to the Premier League represents a major milestone for the club, its supporters and the city. The venue experience should complement this achievement, and that is precisely what we intend to provide. This extends beyond operational matters to achieving genuine transformation for both the club and arena, featuring newly upgraded kiosks, superior dining options, premium spaces and technology that ensures everything operates seamlessly. We do not merely manage venues, we establish fresh standards for what a complete experience should look and feel like. We take great pride in partnering with Coventry for this endeavour and are eager to demonstrate to supporters and the Premier League what this arena is capable of delivering.