Aston Villa has announced a long-term partnership with Legends, a global premium experiences company, to help drive the Premier League club’s commercial growth and transform Villa Park into a top-tier sports and entertainment destination.
The collaboration is focused on enhancing fan experiences and boosting revenue through the development of premium hospitality offerings. This follows the recent upgrade of 17 hospitality areas and a successful renewal phase for the current season.
Legends will now support Aston Villa with the strategic planning and sales of these premium experiences at the 42,640-capacity stadium. In addition to the upgraded hospitality sections, Villa Park now boasts a revamped fanzone and an improved superstore. Construction is also ongoing on a new warehouse venue designed to host both matchday and non-matchday events, including live music performances.
Chris Heck, Aston Villa’s president of business operations, emphasized the club’s dedication to delivering top-level experiences for fans: “We started a major redevelopment last summer to elevate our hospitality offerings, and Legends is the perfect partner to help us realize the full potential of these enhancements. With a strong first season behind us and preparations underway for 2025-26, we’re excited for what’s ahead.”
In the U.S., NASCAR has entered a multi-year partnership with Elevate to create a new premium hospitality division called NASCAR ONE Fuelled by Elevate.
This initiative will include exclusive fan packages featuring track access, special events, and promotional enhancements. Elevate will handle everything from strategy and product development to event-day execution across 22 events at 13 tracks.
Flavil Hampsten, Elevate’s president of property sales, highlighted the collaboration’s impact: “This partnership reflects our mutual commitment to delivering standout fan experiences. Together, we’re setting a new standard for VIP engagement in NASCAR.”
