Coventry Building Society Arena is set for significant investment following the announcement of a landmark 10-year partnership with Legends Global, backed by more than £15 million over the next three years.

The new partnership between Legends Global, Coventry City Football Club and Coventry Building Society Arena will cover commercial, hospitality and operational activity across the venue, with conferences and events forming an important part of its future growth strategy.

Around £2.5 million has already been committed to the first phase of improvements, with the wider investment programme set to enhance hospitality, food and beverage, technology, premium spaces and infrastructure throughout the Arena.

Growing Coventry's Conference & Events Business

For event organisers, the plans go considerably further than improvements to the matchday experience.

Legends Global has confirmed that developing conference and event opportunities at Coventry Building Society Arena will form part of the long-term strategy, with the partnership aiming to attract a wider range of conferences, exhibitions and large-scale events to Coventry.

The Arena already has an established business events operation, offering more than 20,000m² of flexible event space for conferences, exhibitions, meetings, dinners and major events.

Its largest indoor space, the 6,000m² Exhibition Halls, can accommodate up to 10,000 guests, while the wider venue includes purpose-built convention facilities, hospitality suites and smaller meeting and breakout spaces.

The new investment will build on that existing infrastructure, with technology upgrades and wider operational improvements planned for both football and non-football events.

Hospitality Transformation Planned

Hospitality and food and beverage will also form a major part of the investment programme.

Legends Global is introducing new food and drink concepts across the Arena, alongside renovated concession areas, self-service technology and improvements designed to make service more efficient throughout the venue.

Premium hospitality will also be developed, including a new collaboration with Simon Rogan's Umbel Restaurant Group.

The concept will be introduced at Coventry through a residency at The Engine Room, with menus curated by Simon Rogan and his team. The Arena's Amp Bar & Grill is also set to offer a new contemporary dining experience, while the Board Room will be reimagined as part of the wider hospitality improvements.

A Year-Round Destination

The partnership comes as Coventry City prepares for its return to the Premier League, but the plans for Coventry Building Society Arena extend beyond football.

The ambition is to strengthen Coventry's position as a year-round destination for sport, music, exhibitions, conferences and hospitality, with the Arena operating as a major events destination throughout the year.

For the business events market, the combination of more than £15 million of investment and a specific strategy to grow conferences, exhibitions and large-scale events makes the development particularly significant.

Coventry Building Society Arena already benefits from a central UK location, its own railway station, extensive onsite parking and hotel accommodation. The latest investment now has the potential to strengthen an already substantial conference and events proposition further.

With the first improvements already underway and further investment planned over the next three years, Coventry Building Society Arena will be one to watch for event organisers.

Planning an event in Coventry or the Midlands? Explore Coventry Building Society Arena on Match My Venue and discover its conference, exhibition and corporate event spaces.