Fan Experience

Legends adds Getafe to growing Spanish portfolio

Premium experiences company Legends has signed a 15-year strategic partnership with Spanish LaLiga football club Getafe to maximise its commercial offering and enhance the fan experience.

As part of the deal, Getafe will use Legends’ service platform to support stadium planning and project management, premium hospitality sales, sponsorships, food and beverage operations, and technology solutions.

The initial phase of the partnership will focus on the planning and management to transform and modernise the experience at the Coliseum Alfonso Pérez. Legends’ team will conduct an in-depth market and feasibility study to guide a recommended approach for the stadium.

The deal has been signed after Getafe in October reached an agreement with the Getafe City Council to operate the Coliseum Alfonso Pérez for the next 40 years, with an option to extend the deal for a further 10 years.

The club is now responsible for maintaining the Coliseum and carrying out renovations at the facility. The agreement also opens up the possibility of a naming-rights sponsor for the stadium, providing that the ‘Coliseum’ moniker is retained in some way.

Getafe president Angel Torres said: “The club’s evolution in recent years in the sporting, economic and social areas has led us to compete alongside some of the most important teams in European soccer. This agreement allows us to continue developing our business areas and make the Coliseum a 21st century stadium. We are very pleased to partner with a company of such magnitude.”

Jesus Bueno, managing director for Legends in Iberia, added: “Getafe has embraced what it takes to be on the leading edge of the sports fan experience. We are proud to partner with them to leverage our holistic expertise to accelerate the growth of the club across a number of fan and partner experiences, beginning with the development of a transformed stadium for the future.

“Our team will work side by side with the Getafe organisation to ensure we are developing a stadium and sales strategy focused on long-term, sustainable growth for the club and delivering a first-class experience for their fans.”

Bueno joined Legends in October after 12 years at the NBA. In December, Legends partnered with FC Barcelona to market VIP boxes and seats at the renovated Spotify Camp Nou.

Legends also has a wide-ranging deal with Barcelona’s arch-rival Real Madrid to optimise the management of the Estadio Santiago Bernabéu.