Leicester appoint Legends to research stadium expansion

12 Aug 2019

By: Sport Industry Group

Leicester City have appointed sports agency Legends, an agency specialising in global planning, sales and hospitality with clients including Manchester City and the LA Stadium, to conduct research into the possibility of expanding the King Power Stadium.

The 2015/16 Premier League champions moved into the 32,000-capacity ground in 2002, but plans for expansion have been under consideration for some time. Now, plans look to have taken a step forward as the club have announced that Legends will “commence with the next phase of supporter and consumer studies in the coming days.”

According to the club, all current season ticket holders will be consulted, while Legends will look into fans’ matchday routines and preferences to ensure the club can enhance the experience with the development.

Susan Whelan, CEO, Leicester City said: “Comprehensive market research is an essential element of any development of this scale to ensure all decisions are supported by robust feedback and analysis. We are delighted that process will now commence and will be led by the experience and expertise of Legends International. 

“Rather than simply increasing capacity, our aim is to transform King Power Stadium into a world class sporting and events destination, opening a range of options, now being explored as part of our longer-term development. Supporter and stakeholder insights will help us to sharpen our focus based on meaningful intelligence and will ensure that we deliver the best facilities for our fans, and for the city of Leicester.”