Coventry Building Society Arena Enters Fifth Year of Major Investment

Coventry Building Society Arena is experiencing its fifth successive year of major investment as it continues to drive growth and create the best possible experience for visitors

The leading venue for business, live entertainment and sport has been transformed since 2022, with more than £15 million of investment across its event and hospitality spaces, the introduction of new systems and the establishment of partnerships.

This programme has continued throughout the summer as it gears up for the football season and ramping up of its business and live events programme, and a further £15 million to be invested over the next three years as part of the 10-year partnership between Coventry City Football Club, Coventry Building Society Arena and Legends Global.

Over the last two months the venue has added The Race Experience and launched premium dining-led space The Watchmakers Lounge. Further investment is being made to create additional event spaces across the venue, including the opening of a series new dining spaces which will be available for private hire and event use.

This builds on a programme of investment which began in 2022, as the venue emerged from the pandemic, transforming its lower halls into the £6.3 million Commonwealth Convention Centre.

This saw the creation of more than 1,750 sqm of additional conference space, installation of new digital signage and a new south pavilion entrance. This project also saw the refurbishment of the venue’s main 6,000 sqm exhibition hall.

Moving into 2023, further investment was made in the venue’s entrance and main atrium, while the boardroom was redesigned, event organiser offices upgrade and the stadium concourse was redesigned with new and refurbished food and drink kiosks.

The summer programme in 2024 included a new players’ entrance and tunnel, safe standing, upgraded media facilities, a new artist green room, and three refurbished lounges. The year also saw the opening of the Mahou Experience as a premium dining and events space, alongside the launch of CBS Live to grow the Arena’s live entertainment programme.

A multi-million-pound refurbishment of the on-site DoubleTree by Hilton Hotel has transformed all 119 bedrooms in 2025, introducing new room types, furniture, lighting, heating and cooling systems and in-room technology.

The investment has supported continued growth across the Arena, with record non-matchday conference and events revenue for two successive years and visitor numbers rising to 1.2 million per year.

Its conference, exhibition and events business has grown by 34 per cent over the last two years, with 84 new events secured between May 2025 and April 2026.

Jenni Ford, Director of Sales and Marketing at Coventry Building Society Arena, said: “We have continued to build momentum over the last five years. We never want to stand still. Our team is always looking at where we can improve, from our event spaces to operations behind the scenes.

“The impact of this sustained investment is reflected in the growth we are seeing, with more people than ever coming through the doors, the venue attracting great new events and existing events growing their footprint within the venue.

“We have continued that investment over the summer and there is more to come over the next few months.”