Chelsea FC appoints Legends/ASM Global as catering partner
Legends/ASM Global have been selected to oversee food and beverage operations across Chelsea FC’s home venues, including both matchday and non-matchday services.
The new partnership will involve a comprehensive update of premium hospitality catering, with a focus on suite and lounge offerings. It will also cover all aspects of food service at Stamford Bridge and Kingsmeadow, aiming to improve operational standards and guest experience across the board.
Legends/ASM Global, a US-based operator of live event venues, have maintained an active presence in the UK through its existing partnerships with London Stadium, Olympia London, AO Arena, OVO Arena Wembley, and nine racecourses including Aintree and Epsom Downs. The company also collaborates with clubs such as Real Madrid and FC Porto. Since merging operations in 2023, Legends and ASM Global have expanded their influence in the premium event and venue space across Europe.
In 2024, Legends/ASM Global began working with UMBEL Restaurant Group, led by Michelin-starred chef Simon Rogan. The collaboration has included the introduction of seasonally curated dishes at AO Arena in Manchester and the development of culinary training programmes linked to sustainability and local sourcing initiatives.
The partnership with Chelsea FC marks a continuation of Legends/ASM Global’s expansion into Premier League football, amid increasing competition among top-flight clubs to upgrade in-stadium experiences and diversify revenue through hospitality and events.
Bonnie Rolfe, Venue Director at Chelsea FC, said “As a club, we are committed to excellence in everything we do. We want to ensure the match-day experience for our fans at Stamford Bridge and Kingsmeadow meets that ambition with a world-class food and beverage offering. We are looking forward to working with Legends/ASM Global to deliver on this and ensure Chelsea’s stadium catering is second to none.”
Chris Bray, President of Legends/ASM Global, Europe, said “We are delighted to partner with Chelsea FC and bring our expertise and passion to the club. In this new and exciting partnership, we are going to bring a fully open and transparent approach to the commercial relationship. The synergies that we can leverage from our newly combined Legends and ASM Global teams means that we are well aligned with the team at Chelsea FC whose vision and expectations for innovation and elevation in this space matches ours.”
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