Aston Villa FC: US agency Legends signs multi-year deal to support development of Villa Park

The US commercial stadium and entertainment venue management agency Legends has become a partner of Aston Villa FC (Premier League), as part of a "multi-year" agreement "to support the strategic growth of the club as it modernises and transforms Villa Park (Birmingham, ENG) into a world-class sports and entertainment venue," announced the club on 10/04/2025.

"Following the redevelopment of 17 premium hospitality spaces and strong renewals in the 2024-25 season, Aston Villa has appointed Legends to support the sales and strategic vision of the premium hospitality offerings at Villa Park. Legends will work alongside the club to establish Villa Park as one of the leading premium experience programmes in both the Premier League and the broader live entertainment space," said the club about the agency that specialises in providing "global solutions" (hospitality, partnerships, merchandising, sales solutions, ticketing, e-commerce, etc.) for sports and entertainment organisations and venues.

The club is also curently carrying out work at the new warehouse events venue, "which will provide…