Legends/ASM Global Appointed Catering Service Provider Of Chelsea FC

Chelsea FC will enter a new multi-year partnership with Legends/ASM Global, which has been appointed as the official catering service provider for what is one of the world’s most iconic football teams.

The team of Legends/ASM Global will deliver “a unique and fresh approach to the culinary experience for all guests, ensuring world-class match day and premium experiences for Chelsea FC fans and guests,” the press announcement states.

The partnership begins effective this 2025/26 season. Legends/ASM Global are tasked with enhancing the f&b operations across both Stamford Bridge, the home pitch for Chelsea’s male Premier League squad, as well as Kingsmeadow, where the women as well as the U21 selection perform.

Legends/ASM Global will reimagine premium hospitality catering at both stadiums, ensuring “the highest levels of innovation in the club’s suites and lounges,” the press release continues.

The partnership spans both match day and non-match days, as well as conference and events (C&E) catering, and the training and development of the club’s f&b and hospitality teams.

Bonnie Rolfe, venue director at Chelsea FC, said, “As a club, we are committed to excellence in everything we do. We want to ensure the match-day experience for our fans at Stamford Bridge and Kingsmeadow meets that ambition with a world-class food and beverage offering. We are looking forward to working with Legends/ASM Global to deliver on this and ensure Chelsea’s stadium catering is second to none.”

Chris Bray, Legends/ASM Global president, Europe said, “We are delighted to partner with Chelsea FC and bring our expertise and passion to the club. In this new and exciting partnership, we are going to bring a fully open and transparent approach to the commercial relationship. The synergies that we can leverage from our newly combined Legends and ASM Global teams means that we are well aligned with the team at Chelsea FC whose vision and expectations for innovation and elevation in this space matches ours. This fresh, industry approach makes this partnership all the more meaningful, and we’re incredibly excited and ready to get to work with one of the most prestigious clubs in European football.”

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

In Europe and the UK, Legends/ASM Global already works alongside top-tier clubs and venues including Real Madrid CF, FC Porto, and London Stadium, as well as multi-purpose destinations such as Olympia London, and P&J Live, and iconic live entertainment venues like OVO Arena Wembley, and AO Arena.

Alongside this, Legends/ASM Global oversees f&b operations at nine of the UK’s most esteemed racecourses on both race days and non-race days.

Legends/ASM Global has worked alongside UMBEL Restaurant Group led by acclaimed chef Simon Rogan (L’Enclume, Roganic, Aulis) since 2024. By the company’s own admission, “this collaboration continues to bring Michelin-level innovation into venues across the portfolio, notably The Mezz, a premium members’ space at Manchester’s AO Arena, where chefs Simon Rogan and Tom Barnes (of Manchester’s Skof restaurant) each curate an exclusive dish each season.

Behind the scenes, the kitchen team works with seasonal produce and seasonings from Simon Rogan’s Our Farm in Cartmel. The partnership also supports a culinary training program, and enhances provenance-led sourcing.

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