Aston Villa has agreed a multi-year partnership with Legends to support the English Premier League club’s growth, with the aim of transforming Villa Park into a world-class sports and entertainment venue.
Legends is a global premium experiences company, and the partnership seeks to deliver fan experiences that can drive commercial revenue.
Following the redevelopment of 17 premium hospitality spaces and renewals for the current campaign, Aston Villa has now brought in Legends to support the sales and strategic vision of the premium hospitality offerings at the 42,640-capacity Villa Park.
As well as the newly expanded premium hospitality spaces, Villa Park now features redeveloped fan areas including a new fanzone and upgraded superstore. Work is still ongoing at a new warehouse events venue, which will provide both matchday and non-match day experiences including live music.
“Aston Villa is committed to delivering world-class offerings for our fans at Villa Park,” said Chris Heck, president of business operations at Aston Villa.
“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.”
Elsewhere, NASCAR has appointed Elevate to co-develop the US motorsport series’ new experiential hospitality division NASCAR ONE Fuelled by Elevate.
The multi-year deal will see Elevate develop unique premium experience packages including track access, standalone events, campaign enhancements and more.
Elevate will lead commercialisation, from overall strategy, product development, business operations and guest services, through to the execution of event-day operations and more across 22 events held at 13 NASCAR race tracks.
“Developing these new VIP experience packages is a testament to our shared commitment to delivering unparalleled fan experiences,” commented Flavil Hampsten, Elevate’s president of property sales.
“Together, Elevate and NASCAR are redefining what it means to be part of the NASCAR community, and I’m thrilled to see this collaboration elevate the sport’s engagement with its most passionate supporters.”