Chelsea Football Club have entered a landmark multi-year partnership with the global hospitality powerhouse, Legends/ASM Global, appointing the group as its exclusive catering and hospitality partner starting from the 2025–26 season.
The agreement spans operations at both Stamford Bridge and Kingsmeadow, marking a significant evolution in the club’s matchday and non-matchday service strategy.
This partnership signals a bold shift in Chelsea’s hospitality vision, aiming to elevate the fan experience with world-class culinary and service standards. The collaboration will oversee all aspects of stadium hospitality — from general concessions to premium lounges and suites, as well as conference services and staff training across both venues.
Commenting on the occasion, 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, added, “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 mean that we are well aligned with the team at Chelsea FC, whose vision and expectations for innovation and elevation in this space match 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.”
Following Legends’ acquisition of ASM Global in August 2024, the unified entity has emerged as a dominant force in global venue management — currently overseeing icons such as the Santiago Bernabéu, London Stadium, OVO Arena Wembley, and Olympia London. Their proven expertise will now be channelled into enhancing Chelsea’s fan experience.
A key feature of the deal will be the transformation of Club Chelsea’s premium hospitality — introducing bespoke dining experiences, high-end service environments, and collaborations with Michelin-starred chefs. The goal is to create a culinary experience that reflects both Chelsea’s status and London’s global reputation as a food capital.
With this move, Chelsea joins a growing roster of elite institutions aligning with Legends/ASM Global — from football giants to entertainment heavyweights. More than just a commercial deal, this partnership positions the Blues at the forefront of a new era in stadium hospitality innovation.
