Legends push to Getafe robust fiscal health

Article posted by Coliseum, January 26^th, 2023

Image: Getafe CF and Legends

The LaLiga team Getafe CF (Spain) and Legends, a data-fueled global premium experiences company, recently announced a 15-year strategic partnership centered on maximizing the club’s commercial offering and enhancing the fan experience.

‘Legends and Getafe CF’ stated that Getafe CF will utilize Legends’ unique 360-degree service platform as part of the expansive, long-term partnership, including stadium planning and project management, premium hospitality sales, sponsorships, food and beverage operations, and technology solutions. A collaborative, strategic approach will focus on driving long-term, sustainable growth across key revenue generating areas of the club’s business.

Getafe CF or simply Getafe is a professional football club based in Getafe, a City in the Community of Madrid, Madrid (Spain). The team competes in LaLiga, the highest tier of the Spanish football system. The club’s home stadium is Coliseum Alfonso Pérez which opened in 1998 and can hold 17,393 spectators.

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Founded in 1946, the club was refounded in 1983. Since its promotion to the First Division in 2004, Getafe CF has become a frequent team in LaLiga, with 18 seasons played. It has been runner-up in the Copa del Rey (an annual knockout football competition in Spanish football) twice (2007, 2008) and has participated three times in the Europa League (annual football club competition organized since 1971 by the Union of European Football Associations for eligible European football clubs). Getafe has more than 35 registered supporters clubs, some of them outside Spain, which shows the international expansion of the team. Specialized websites estimate the value of the squad for the 2022-2023 campaign to be in excess of 140 million euros. It is one of the most prominent teams in Spain.

The 17,000-capacity Estadio Coliseum Alfonso Pérez is a municipally-owned football stadium in Getafe, Spain. It is the home ground of Getafe CF.

Founded in 2008, New York (US)-based Legends is a premium experiences company with six divisions operating worldwide – Global Planning, Global Sales, Global Partnerships, Hospitality, Global Merchandise, and Global Technology Solutions – offering clients and partners a 360-degree data and analytics fueled service solution platform to elevate their brand and execute their vision. Currently, Legends works with marquee clients across business verticals including professional sports, collegiate, attractions, entertainment, and conventions and leisure. Legends are the industry leaders in designing, planning and realizing exceptional experiences in sports and entertainment.

Said Angel Torres, President, Getafe CF, “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 21^st century stadium. We are very pleased to partner with a company of such magnitude.”

‘Legends and Getafe CF’ further stated that the initial phase of the partnership will focus on the planning and management to transform and modernize the stadium experience for fans at match and non-match days. Legends’ experienced team will conduct an in-depth market and feasibility study to guide a recommended approach for the stadium.

Stated Jesus Bueno, Managing Director of Iberia, Legends, “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 organization 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.”

Legends are partnered with many of the world’s most iconic sports, entertainment and attractions brands. The company has a well-established presence in Madrid and will create a new team to guide and deliver the project alongside Legends’ team of global and national experts.

Throughout Europe, Legends also counts the LaLiga team Real Madrid CF (Spain), the Premier League team Manchester City F.C. (UK), Rugby World Cup 2023, Ultimate Fighting Championship (UFC), the European Tour (leading men’s professional golf tour in Europe), and the Ryder Cup (biennial men’s golf competition between teams from Europe and the United States) as clients.

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