Aston Villa, of English soccer’s top-tier Premier League, has announced a new long-term hospitality partnership with premium experiences company Legends.
The partnership will see Legends “support the sales and strategic vision of the premium hospitality offerings at Villa Park” as the club continues to modernize its home stadium into a sports and entertainment venue.
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It comes following the redevelopment of 17 hospitality spaces in 2024-25, transforming 14 pre-existing areas and creating three new spaces within five months. Additional work is ongoing at the club’s warehouse events venue, which will provide both matchday and non-matchday experiences and can transform into a live music venue.
Chris Heck, Aston Villa’s president of business operations, said: “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 maximize the potential of these new facilities. After a successful first season, and with our 2025-26 renewal program underway, we’re excited to keep building on this momentum.”
The deal adds to Legends' partnerships within sports, counting soccer clubs Real Madrid, Barcelona, Arsenal, Liverpool, Manchester City, and Manchester United as clients. It also has deals in place with golf’s Ryder Cup, the Indian Wells tennis tournament, and motor racing team Audi F1.
Mike Ondrejko, president of global sales at Legends, said: “We are honored 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
The extension comes after the club announced a 10-year extension of its long-standing partnership with Levy UK + Ireland, the sports and entertainment arm of food services business Compass Group UK & Ireland, to continue leading hospitality at Villa Park and Bodymoor Heath training ground.
Levy led the recent redevelopment of Villa Park’s hospitality spaces.
It also comes after the club announced the appointment of Adrian Filby as their new chief commercial officer in October as they look to build on their recent success on the pitch.
The club currently ranks ninth in the Premier League for annual sponsorship values as per GlobalData Sport’s The Business of the English Premier League 2024-25 report.
This includes a major uplift in annual fees from its kit supplier, now Adidas, which is worth $21.59 million, up from the $5.06 million value of its prior deal with Castore, which it cut short.
The club’s front-of-shirt sponsor is betting brand Betano in a tie-up worth a club record £20 million ($24.6 million) per year, an indicator of the side’s recent growth as well as the financial pull of the Premier League.
