Venue management giant ASM Global has announced a new strategic partnership – its first in the UK –  with London Stadium, which it said will create additional wide-ranging event content to the venue’s calendar.

ASM Global said the partnership will create new commercial opportunities for the stadium through non-matchday programming, while also broadening the company’s footprint in the UK and Europe.

The stadium, home to Premier League football club West Ham United, has a capacity of 66,000 for matches and 80,000 for concerts. It is the second largest concert capacity stadium in the capital and has hosted shows by artists such as Beyoncé, The Rolling Stones, Foo Fighters, Red Hot Chili Peppers and Guns N’ Roses.

The stadium, originally built for the London 2012 Olympic Games at Queen Elizabeth Olympic Park, is also home to UK Athletics. Since becoming London Stadium, it has hosted major sporting events such as the 2015 Rugby World Cup and the London 2017 World Athletics Championships. It will also host Major League Baseball’s London Series in June, as part of a multiyear deal following its debut in 2019.

London Stadium CEO Graham Gilmore said, “We are always looking to improve; and this partnership with ASM Global will help push us on to even greater possibilities, unlocking the huge potential of our venue.”

ASM Global senior VP Tom Lynch said, “The venue has been ever-present in the city’s consciousness since the 2012 Olympic Games and has proved itself as one of the best multipurpose stadiums in Europe. It’s blessed with unique versatility for live events with first-class hospitality and unrivaled public transport connectivity to create the best possible fan experience.

“We are thrilled to be working with Graham and his team to continue to build on the stadium’s stunning Olympic legacy with world-class events and partnerships on one of the most culturally dynamic event campuses in Europe.”