Aston Villa is aiming to provide more fan experiences by partnering with Legends to create ‘best-in-class’ supporter packages.
Legends, a global premium experiences company, has already worked with the likes of other Premier League clubs such as Manchester City and Manchester United, as well as European heavyweights like FC Barcelona and Real Madrid.
The partnership comes after Aston Villa recently redeveloped 17 premium hospitality spaces across Villa Park and has brought Legends onboard to support the sales and ‘strategic vision’ to help drive commercial revenue.
The Premier League also redeveloped and expanded fan hospitality spaces outside of its home stadium, such as the new fanzone and superstore, which Legends will also play a role in helping to garner more fan engagement through various activations both on matchdays and non-matchdays.
Chris Heck, President of Business Operations at Aston Villa, stated: “Aston Villa is committed to delivering world-class offerings for our fans at 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 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.”
Hospitality packages and fan experiences are increasingly becoming lucrative revenue drivers for football clubs over recent years.
For example, when Tottenham Hotspur opened its new stadium in 2019, the club’s hierarchy prioritised the stadium being a home for global sporting and entertainment events, such as hosting NFL games and music concerts such involving Beyoncé.
While Aston Villa has not explicitly outlined any plans to host similar events in the future, the club has recognised the importance of placing value in hospitality, especially when Profit & Sustainability Rules (PSR) are placing increased scrutiny on the clubs’ finances.
“We are honoured for the opportunity to partner with Aston Villa and support their bold vision for growth, both on and off the pitch,” added 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.”
