Aston Villa FC has announced a multi-year partnership with Legends, a global premium experiences company, to support the strategic growth of the club in its initiative to modernise and transform its Villa Park home into a world-class sports and entertainment venue.
Aston Villa’s long-term strategic vision is 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. Presenting a wide range of hospitality offerings is intended not only to enhance the fan experience but also to strengthen critical revenue streams, a 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.
“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.”
Legends will work alongside the club in its aim to establish Villa Park as one of the leading premium experience programmes in both the Premier League and the broader live entertainment space.
“We are honoured for the opportunity to partner with Aston Villa and support their bold vision for growth, both on and off the pitch,” said Mike Ondrejko, president of global sales at Legends. “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.”
Throughout Europe, Legends also counts Real Madrid CF, FC Barcelona, Arsenal FC, Audi F1 project, Liverpool FC, Manchester City FC, Manchester United, and Ryder Cup as clients.
