Future Stadiums & Venues

Leicester City appoint Legends for stadium expansion research

English soccer club and US-based agency to conduct King Power Stadium fan study.

by Steven Impey

Leicester City appoint Legends for stadium expansion research

Leicester City have appointed experiential services agency Legends to conduct consumer research ahead of the English top-flight soccer club’s proposed stadium expansion.

City’s owners, the King Power Group, confirmed in 2018 its intention to develop its eponymous King Power Stadium, including increasing the venue’s capacity from its existing 32,243 seats. Initially known as the Walkers Stadium when the Premier League club moved from nearby Filbert Street in 2002, King Power took on the naming rights in 2011.

The agreement with the US-based agency initiates a study of supporters’ match day behaviours and routines, which will be used to assist the Premier League club in planning the development of future fan-orientated facilities and services.

The multi-staged study will include all existing season ticket holders, with the aim of implementing fan input to the formative stages of planning, combined with focused market testing to gauge interest in other prospective offerings. 

Legends, which has a portfolio including some of the world’s biggest sports properties such as the Dallas Cowboys National Football League (NFL) franchise, and also Yankee Stadium, home to Major League Baseball’s (MLB) New York Yankees, will commence its next phase research ‘in the coming days’.

Susan Whelan, City’s chief executive, 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.” 

The King Power Stadium hosted its most recent England men’s soccer international in October 2018. The venue also hosted matches during the 2015 Rugby World Cup and its first music concert in 2016 featuring Leicester-based band Kasabian.