Legends Global has appointed Andy Price as General Manager of Coventry Building Society Arena, home of Coventry City Football Club. Andy will lead Legends Global’s new partnership with the venue, working with the Club and the arena team to shape its future.

The partnership brings together Legends Global’s experience across 450+ venues worldwide with the ambition of Coventry City Football Club and Coventry Building Society Arena. Working collaboratively, the aim is to transform the arena, creating a world-class fan experience. As part of his role, Andy will oversee venue operations, transform food & beverage and premium hospitality revenues on matchdays, and drive growth in non-matchday revenue through conventions, special events, concerts, ticketing and more.

Andy joins from Olympia in London, part of the Legends Global network, where he has spent the last two years as Marketing & Communications Director. There he led the venue’s marketing strategy and played a key role in the design and development of two major projects, The ICC and The Addison.

Before joining Legends Global, Andy spent five years as Commercial Director of the Ticketing & Arenas division at The NEC in Birmingham. This followed 17 years in marketing and live events roles in commercial radio.

Andy Price said, “I’m delighted to be joining the team at Coventry at such a pivotal time for both the Football Club and the Venue. We have huge ambitions and big plans for growth in the years ahead. This opportunity provides a platform for me to bring together everything I learned through a variety of roles in the live events industry – music, conferences and events, ticketing, premium hospitality – it’s all part of our plans and I can’t wait to get started!”

Gary Simpson, SVP Operations UK at Legends Global said, “At Legends Global, we’re always looking to the exceptional talent already within our business, giving people the opportunity to grow and take on new roles at our venues. Andy is a great example of that – he comes with fantastic experience, and I am delighted that he is stepping into the General Manager role. We’re proud to be working together with Coventry City Football Club and Coventry Building Society Arena and are very excited about what we can achieve together to transform the venue for the years ahead.”

Announced in August, the 10-year partnership is backed by a joint investment of more than £15 million from Coventry City Football Club and Legends Global over the next three years. It will upgrade hospitality, food and beverage, technology, premium spaces and the wider venue. With a phased transition effective immediately, Andy will take up the role full time from 1st December.