Chelsea FC has confirmed the arrival of Legends/ASM Global as the club’s new catering service provider for both Stamford Bridge and Kingsmeadow, beginning in the 2025/26 campaign. The switch brings an end to a two-decade long partnership with Levy UK + Ireland.
The move is part of Chelsea’s wider commitment to upgrading and improving the matchday and non-matchday fan experience.
Legends and ASM to overhaul Chelsea’s F&B experience
The ground work for a global partnership between Legends, a leader in sports venue operations, and venue management specialist ASM Global will include full oversight of all hospitality and catering at Chelsea’s home.
This also incorporates general admission seating, premium seating, executive lounges, conferences and private functions. Crucially, Chelsea’s in house Food & Beverage team will remain very much part of the process, and work closely with Legends/ASM Global to ensure continuity and authenticity.
Bonnie Rolfe, the venue director for Chelsea, said the club is “passionate about delivering world-class service and experience,” and that new catering deal “reflects that commitment.”
Additionally, Fans can also anticipate upgraded menus, quicker service, more attention to sustainable sources, local producers, and diets.
Proven expertise behind the scenes
Chris Bray, the president of Legends/ASM Global in Europe, expressed his thrill at the opportunity to work with Chelsea, calling it “a perfect alignment” of their innovation-first model and Chelsea’s future-facing ambitions.
Legends/ASM already has commercial partnerships with some of the world’s busiest venues such as Santiago Bernabéu, Tottenham Hotspur Stadium, Wembley Arena and many more. That reputation for combining culinary quality and tech-driven fan experiences bodes well for the fans of Chelsea.
Work is already ongoing and the handover will be completely by the time the 2025/26 campaign begins. With Legends/ASM now on board, Chelsea FC is promising a hospitality overhaul that matches the ambition seen on the pitch.
As featured on Chelseanews.com
