Olympia Events, part of Legends Global, has announced a major strategic move that will significantly enhance the experience for event organisers, exhibitors and guests alike. From 1 January 2026, food and beverage operations across the Olympia estate will be brought fully in-house — marking an important milestone for the iconic London venue and reinforcing its ambition to deliver a truly elevated, end-to-end event experience.
The decision applies across Olympia’s Heritage Halls, as well as the new International Convention Centre (ICC) and premium lounge, The Addison, both set to open in 2026. By managing food and beverage internally under Legends Global’s world-leading hospitality and culinary expertise, Olympia Events is taking greater creative control over one of the most critical elements of the live event journey.
A Strategic Move to Elevate the Guest Experience
Food and beverage plays a vital role in shaping how guests experience an event — from first impressions to dwell time, networking opportunities and overall satisfaction. By bringing operations in-house, Olympia Events is positioning itself to deliver a more cohesive, high-quality and flexible offering that aligns with the scale, diversity and ambition of its events calendar.
Under the new model, Legends Global’s experienced culinary and hospitality team will oversee the full food and beverage strategy, enabling Olympia to create a distinctive, contemporary approach that reflects both British provenance and global best practice. For organisers, this means a more consistent experience, enhanced service levels and menus that can better adapt to different audiences, formats and event requirements.
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A Fresh, Sustainable Culinary Vision
Central to this transition is a strong focus on quality, sustainability and innovation. Guests can expect menus rooted in British provenance, with an emphasis on locally sourced, seasonal ingredients and a clear commitment to environmental responsibility.
As part of the change, Olympia will introduce a complete refresh of its retail and catering units across the Grand and National Halls. From early January, visitors will see a new line-up of premium dining concepts designed to suit a wide range of tastes and event formats. These will include Chicken Shack, It’s A Wrap, Bowl Me Over and London Kitchen, offering fresh, accessible options that complement the venue’s evolving identity.
To further support the long-term vision, Olympia Events will also appoint a new Executive Chef in the coming months, tasked with leading and developing the food and beverage offer across the estate. This role will be instrumental in shaping menus, driving creativity and ensuring the culinary experience continues to evolve alongside Olympia’s wider transformation.
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Supporting Organisers with Greater Flexibility and Control
For event organisers, this move represents a tangible benefit. Bringing food and beverage in-house gives Olympia Events greater flexibility, allowing the team to respond more dynamically to different event profiles — from large-scale exhibitions and conferences to premium corporate gatherings and hospitality-led experiences.
Rob Colegate, Food & Beverage Director at Olympia Events, explains:
“Our top priority at Olympia is to enhance the customer experience at every touchpoint. Moving food and beverage in-house, under Legends Global, will help us achieve exactly that. This new in-house model allows us to further elevate our food and beverage offer, providing a broader range of high-quality and premium options for our customers across our Heritage Halls, new ICC and premium lounge, The Addison. It also gives us greater flexibility and creative control, ensuring our food and beverage experience continues to evolve in line with the scale, ambition and diversity of events hosted at Olympia.”
This integrated approach ensures food and beverage is no longer an add-on, but a core part of the event design process — supporting networking, dwell time and overall delegate satisfaction.
Backed by Global Expertise
Legends Global is widely recognised as a leader in venue hospitality, food and beverage innovation and fan experience, partnering with some of the world’s most iconic venues. Across Europe and the UK, its portfolio includes Real Madrid CF, FC Porto, P&J Live, Wembley Arena and AO Arena, as well as food and beverage operations at nine of the UK’s most prestigious racecourses.
Stephen Cooper, SVP of Food & Beverage (Europe) at Legends Global, highlights the significance of Olympia’s next chapter:
“Legends Global’s expansion into the London market continues at pace and the addition of Olympia to the portfolio is something that we are very proud of. Its 2026 opening is going to be game changing for live events and entertainment in London, which means the culinary offering will be setting a new standard, too. We have a talented team, who I believe are the best in the business. They come with unmatched experience, real vision and exciting ideas to innovate and elevate.”
Legends Global’s recent UK developments further reinforce its credentials, including a multi-year partnership with Chelsea FC as official catering provider at Stamford Bridge and Kingsmeadow Stadium, and bringing food and beverage operations in-house at Wembley Arena.
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A New Chapter for Olympia Events
As Olympia continues its transformation, the move to in-house food and beverage operations reflects a wider commitment to delivering world-class event environments. With the reopening of its historic halls, the launch of a major new ICC, and the introduction of premium spaces like The Addison, Olympia is positioning itself as one of London’s most forward-thinking live event destinations.
For organisers, exhibitors and delegates alike, this announcement signals a clear focus on quality, consistency and experience — ensuring that every aspect of an event, from arrival to last bite, meets the highest standards.
As 2026 get underway, Olympia Events and Legends Global are setting a new benchmark for how food, hospitality and live events come together — creating experiences that are not only memorable, but truly elevated.
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