Aston Villa FC & Legends Announce Long-Term Partnership In The UK

Aston Villa FC, one of England’s longest-standing Premier League soccer clubs, announced a multi-year partnership with Legends to support the strategic growth of the club as it modernizes and transforms its tradition-rich Villa Park into a world-class sports and entertainment venue.

“The partnership with Legends,” the press announcement states, “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.”

Following the redevelopment of 17 premium hospitality spaces and strong renewals in the 2024/25 season, Aston Villa has appointed Legends to support the sales and strategic vision of the premium hospitality offerings at Villa Park – to enhance the fan experience and strengthen critical revenue streams, which will be “a crucial factor in ensuring Aston Villa’s continued success on the pitch.”

In addition to the newly expanded premium hospitality spaces, 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.

See: Legends/ASM Global Promotes James Harrison To VP Of Programming (UK/EU)

“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,” the press release continues.

“Aston Villa is committed to delivering world-class offerings for our fans at Villa Park,” said Chris Heck, president of business operations at Aston Villa, “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 maximise the potential of these new facilities. After a successful first season, and with our 2025/26 renewal programme underway, we’re excited to keep building on this momentum.”

Mike Ondrejko, president of global sales at Legends, added, “We are honoured 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 is well-versed in the world of European sports, also counting Real Madrid CF, FC Barcelona, Arsenal FC, Audi F1 project, Liverpool FC, Manchester City FC, Manchester United, and Ryder Cup as clients.

Subscribe to Pollstar HERE