The Premier League (PL) club, Aston Villa FC (AVFC) has developed a partnership with Legends, a premier provider of sporting experiences, to provide more fan experiences.
Legends has previously worked with PL clubs such as Manchester City and Manchester United, in addition to European giants FC Barcelona and Real Madrid.
The collaboration comes after Aston Villa recently rebuilt 17 premium hospitality facilities around Villa Park and has brought Legends on board to support the sales and ‘strategic vision’ to boost commercial income.
The PL has also redeveloped and enlarged fan hospitality venues outside of its home stadium, including the new fanzone and superstore, which Legends will assist in increasing fan engagement through a variety of activations both on and off game days.
Chris Heck, President of Business Operations at Aston Villa, said, “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.”
In recent years, football clubs have seen an increase in the profitability of hospitality packages and fan experiences.
For instance, when Tottenham Hotspur inaugurated their new stadium in 2019, the club’s hierarchy promoted the stadium as a venue for worldwide athletic and entertainment events, such as National Football League (NFL) games and music concerts, including Beyoncé.
While Aston Villa has not expressly said that it intends to conduct similar events in the future, the club recognises the significance of valuing hospitality, particularly as Profit & Sustainability Rules (PSR) place increasing scrutiny on the club’s finances.
Mike Ondrejko, President of Global Sales at Legends, said, “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.”
