FC Porto and Legends announce fifteen-year strategic partnership

FC Porto and global premium experiences company Legends have announced a 15-year strategic partnership focused on transforming the fan experience. Legends will support global partnerships, the food and beverage experience at Estádio do Dragão, and collaborate with FC Porto to explore opportunities to improve the overall fan experience at the stadium and enhance commercial opportunities for the club.

Jorge Nuno Pinto da Costa, President, FC Porto, said:

On the day that the Dragão turns 20 years old, we continue to be at the forefront, as one of the most beautiful stadiums in Europe with the best atmosphere. This partnership with Legends makes us look forward to the future, because we are linking with a group that is involved with the most modern stadiums, such as the new Santiago Bernabéu and the future Camp Nou, and the most important competitions, such as the football and rugby World Cups. After the pitch with the latest technology, which has shown great quality, we continue to invest in modernisation.

The holistic partnership aims to drive long-term success for FC Porto leveraging Legends’ unique 360-degree service solution.

As part of the partnership, Legends will oversee global partnerships for the club, as well as naming rights and sponsorship assets for Estádio do Dragão. FC Porto and Legends will evaluate new opportunities to deliver a premier matchday experience for fans.

Legends was a sponsor for the 2023 ALSD International Conference & Exhibition – organised and delivered by Sports Venue Business on behalf of the ALSD – with Ted Glick, David Garth and Tom Doyle sharing insights with the 400+ C-Suite executives in attendance.

Legends will utilise its hospitality expertise to reimagine the culinary and beverage experience at the stadium, namely in FC Porto Partner’s Club VIP boxes and seats.

Jesus Bueno, Managing Director of Iberia, Legends, said:

Legends is proud to partner with FC Porto to help the club innovate the fan experience at Estádio do Dragão and deliver world-class results for partners. FC Porto has an incredibly passionate fan base and the organisation is committed to excellence. We are excited to collaborate with their team and provide our expertise delivering exceptional experiences and driving sustainable commercial revenue to ensure long-term success for the club.

Legends is partnered with many of the world’s most iconic sports, entertainment and attractions brands. Throughout Europe, Legends also counts Real Madrid CF, FC Barcelona, Arsenal FC, Manchester City FC, FIFA World Cup, Rugby World Cup 2023, and Ryder Cup as clients.

Source & imagery, courtesy: LegendsLegends International 

Sports Venue Business has been organising and delivering ALSD International – the leading event for the Premium Seat & Hospitality sector – on behalf of the Association of Luxury Suite Directors (ALSD) since its inception in 2018.

ALSD International 2023 featured 400+ attendees, who benefitted from a very special tour of The Etihad Stadium, complimented by a high-level conference, exhibition and networking events. This year’s edition also featured the inaugural Tech Symposium and a Fan Experience breakout delivered by IIFX.

#ALSDInternational – Europe’s leading event for the Premium Seat & Sports Hospitality sector

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