Leicester City Football Club has appointed Legends International to undertake crucial market research that will underpin plans for the proposed expansion of King Power Stadium.
Legends, whose sporting and events portfolio includes work commissioned by some of the biggest brands and most iconic venues in the world, will commence with the next phase of supporter and consumer studies in the coming days.
The research process is intended to establish a better understanding of supporters’ matchday routines and preferences, which will in turn assist the club in planning the development of fan-orientated facilities and services to best enhance the match day experience.
The multi-staged study will include all current Season Ticket Holders, ensuring supporter input contributes to the formative stages of planning, combined with focused market testing to gauge interest in other prospective offerings.
Leicester City chief executive Susan Whelan 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.
Leicester City’s owners, the Srivaddhanaprabha family, confirmed in 2018 the club’s intention to develop the King Power Stadium site, including increasing its capacity from its existing 32,243 seats.
The venue has been home to the Foxes since the club moved from nearby Filbert Street in 2002 and has been the stage for some of the greatest moments in Leicester City history – including the Foxes’ miraculous Premier League title triumph in 2016 and the run to the UEFA Champions League Quarter-Finals a year later.
The venue hosted its most recent England senior international in October 2018, Rugby World Cup matches in 2015 and its first music concert in 2016, as Leicester band Kasabian made an unforgettable contribution to the greatest title celebrations the Premier League has ever seen.