Legends International has been appointed by Leicester City to carry out “crucial” market research that will underpin plans for the proposed expansion of the English Premier League football club’s King Power Stadium.

The research process will 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 enhance the experience for visitors.

The work will commence with supporter and consumer studies in the coming days, the club said. The multi-staged study will include all current season ticket-holders, combined with “focused market testing” to gauge interest in other possible offerings.

The club, which has upgraded its stadium lighting ahead of the start of the 2019-20 season this weekend, has long-held ambitions to increase the capacity of the 32,300-seat stadium.

“Comprehensive market research is an essential element of any development of this scale to ensure all decisions are supported by robust feedback and analysis,” the club’s chief executive, Susan Whelan, said. “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.”

Legends’ sporting and events portfolio includes work commissioned by some of the biggest brands and most famous venues in the world.

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