Featured image credit: Legends
Premier League club Aston Villa has appointed premium experiences company Legends to support the ongoing transformation of Villa Park.
Legends will support the sales and strategic vision of hospitality offerings at Villa Park, after the club redeveloped 17 premium spaces ahead of the 2024-25 season. Options include casual dining areas like the Sports Bar and luxurious spaces such as the Legends Lounge.
Villa also recently redeveloped several fan areas, including a new fan zone and expanded superstore. Additional work is ongoing at the club’s new Warehouse events venue, which will provide matchday and non-matchday experiences and double up as a music venue.
Villa said it will work with Legends to establish Villa Park as “one of the leading premium experience programmes” in the Premier League and the broader live entertainment space.
Chris Heck, president of business operations at 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.”
Mike Ondrejko, president of global sales at Legends, added: “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.”
Legends also has partnerships with the likes of Real Madrid, FC Barcelona, Arsenal, Liverpool, Manchester City and Manchester United.
In February, TheStadiumBusiness.com caught up with Laura Worsey, Villa’s head of hospitality and catering, to discuss the club’s vision for Villa Park.
Villa carried out significant renovation work last summer, focusing on Villa Park’s hospitality offering as the club prepared to welcome UEFA Champions League football.
Villa had initially planned on expanding the capacity of Villa Park to over 50,000, with a redeveloped North Stand central to this vision. However, in December 2023, Heck said that it would be a “bad idea” to rebuild the North Stand and reduce the stadium’s capacity for two seasons. Villa’s wider plans for stadium expansion are unclear, with the club’s short-term focus on enhancing the fan experience.
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