Andy Price Named General Manager of Coventry Building Society Arena by Legends Global

Legends Global has appointed Andy Price as General Manager of Coventry Building Society Arena, home of English soccer club Coventry City Football Club.

Price will lead Legends Global’s new partnership with the venue, working with the Club and the arena team to shape its future, transform the arena, and create a world-class fan experience.

As part of his role, Price will oversee venue operations, transform food & beverage and premium hospitality revenues on match days, and drive growth in non-match-day revenue through conventions, special events, concerts, ticketing and more.

Price 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.

Legends Global announced a 10-year partnership with Coventry City Football Club in August, backed by a joint investment of more than £15 million ($19.9 million), which will go towards upgrading hospitality, food and beverage, technology, premium spaces and the wider venue.

With a phased transition effective immediately, Price will take up the role full time effective Dec. 1.

Comments:

Andy Price, “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, “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.”

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_Originally reported by [Pollstar](https://news.pollstar.com/2026/10/05/legends-global-appoints-andy-price-general-manager-of-coventry-building-society-arena-uk/)._