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Real Mallorca’s courtside seats bring a touch of the NBA to LaLiga

The sight of VIP guests sitting courtside in the NBA is a familiar one, but it is far less common in the world of football. However, in Spain’s Balearic Islands, Real Mallorca is changing that with a VIP offering that puts spectators as close as possible to the pitch of its Estadi de Son Moix.

 

It stems from a visit to Phoenix, where those working at the club noticed that VIP’s at US sports are brought closer to the action, instead of being given a box high up in the stands, as Maheta Molango, CEO, Real Club Deportivo Mallorca (RCD Mallorca ‘Real Mallorca’), explained:

The VIP area concept is to be close to the field, where you can have a different, closer experience, smell the grass and follow everything that happens in the game.

 

The VIP Corner at Real Mallorca’s Estadi de Son Moix (Son Moix Stadium) sees around 20 people placed in a luxury area on the running track that surrounds the pitch, where they are offered catering, such as freshly made pizzas, and even a cocktail service during the match.

 

Molango added:

We wanted to turn our athletics track into an opportunity. It has had a great reception from our fans.

 

The emphasis of VIP Corner is on exclusivity and a unique experience. For these reasons, at the end of the game, the VIP’s are treated to priority entry to what the club calls “the third half”. This is a meet and greet event where they can chat with the players and coaching staff, and complete their memorable day with autographs or photos.

 

The VIP Corner at Estadi de Son Moix sees around 20 people placed in a luxury area during the match, where they are offered catering, such as freshly made pizzas, and even a cocktail service 

 

As for the overall reception to the VIP Corner, the club has seen a very positive response from fans who are now using the space for a variety of reasons, as Molango noted:

We first implemented this initiative two years ago, testing it in the Second Division B and the numbers were very good.

 

We have two types of clients, those that buy seats individually and companies that use VIP Corner as an opportunity to do business and to entertain customers and employees. Some companies buy the whole VIP Corner for exclusive use during a match. The feedback has been very positive here. People appreciate the creativity and originality that they have not seen in other football stadiums.

 

Beyond matchday

While VIP Corner transforms the matchday for its users, one of the standout aspects of the space is that it can also be used when there is no match taking place, as Molango revealed:

It is also used for corporate events during other days. It’s a perfect place to hold corporate events, from networking to business conferences, training courses, colloquiums and end-of-the-year events, among others.

 

There is also a large indoor room next to the VIP Corner, attached to the club’s press room, which can also be used to ensure Real Mallorca are getting the most out of the stadium throughout the year.

 

For a club based on an island visited by millions of holidaymakers, such initiatives make perfect sense in the eyes of Molango and create clear opportunities for the club’s partners, as he explained:

We aim to take advantage of the 15 million tourists who come to Mallorca every year. One package that we offer allows the VIP fans to be collected at their hotel by a driver, they see the game in the VIP Corner, they take part in the third half and then they have the option to choose one of our partner restaurants and be transported there by our driver. With this experience, the visitor can a plan for the whole day. We’re also helping sponsors to show off their product, which is something they value a lot.

 

From football fans to visiting businesses, VIP Corner provides another compelling reason to visit the Balearics. But more broadly, initiatives such as these demonstrate how Spanish football clubs are branching out their offering, thinking far beyond the game to include a full match day experience.

 

The emphasis of VIP Corner is on exclusivity and a unique experience. For these reasons, at the end of the game, the VIP’s are treated to priority entry to what the club calls “the third half”. This is a meet and greet event where they can chat with the players and coaching staff, and complete their memorable day with autographs or photo. The area can also be used for corporate events outside of match days

 

© LaLiga – Año 2019

 

Images, courtesy: LaLiga

 

Source: https://newsletter.laliga.es/global-futbol/real-mallorca-courtside-vip-seats-nba-laliga/rrss

 

How to increase revenue through new builds, renovations and service expansions, as well as via the latest F&B and tech offerings, is the focus of ALSD International – Europe’s leading event for the Premium Seat & Hospitality sector – coming to Croke Park Stadium in Dublin this October, 28-29. Last year’s event welcomed 251 attendees, including some 60-plus expert speakers from across Europe and North America, including Ramón Alarcón, Director & GM of Business, Real Betis, Tyler Mazereeuw, Chief Revenue Officer, Canadian Football League and Al Guido, CEO, Elevate Sports Ventures and President of the San Francisco 49ers.

 

 

ALSD International is organised by the Association of Luxury Suite Directors (ALSD) in conjunction with Sports Venue Business (SVB). The annual ALSD Conference & Tradeshow, including the Sports Venue Design & Build Forum, is being held in Chicago, IL, United States, this June 30-July 3, with some 130+ exhibitors, 100+ speakers and 1,200+ attendees, including SVB CEO, Katie McIntyre, to be in attendance.

 

 

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