Porto-Legends team up to boost fan experience


Legends and FC Porto agree on long-term partnership Image: Legends and FC Porto

The Portuguese professional sports club FC Porto (Portugal) and the global premium experience company Legends recently announced a 15-year strategic partnership focused on transforming the fan experience.

‘LEGENDS’ stated that Legends will support global partnerships, the food and beverage (F&B) experience at the FC Porto home ground – the Estádio do Dragão in Porto, Portugal – and collaborate with the FC Porto to explore opportunities to improve the overall fan experience at the stadium and increase commercial opportunities for the club.

The Futebol Clube do Porto, commonly known as FC Porto or simply Porto, is a Portuguese professional sports club based in Porto, Portugal. It is best known for its professional football team playing in the Primeira Liga, the top flight of Portuguese football.

The Estádio do Dragão is an all-seater football stadium in Porto, Portugal, and the home ground of FC Porto since 2003. It has a seating capacity of 50,033, making it the third largest football stadium in Portugal.

New York (US)-based Legends are a premium experiences company that specializes in delivering holistic solutions for sports and entertainment organizations and venues. They approach each project with their 360 degree service solution comprising planning, sales, partnerships, hospitality, merchandise, and technology solutions.

‘LEGENDS’ quoted Jorge Nuno Pinto da Costa, President of FC Porto, as stating, “On the day that Dragão turns 20 (read November 16th, 2023, the venue opened on November 16th, 2003), we continue to be at the forefront, as one of the most beautiful stadiums in Europe and with the best atmosphere. This partnership with Legends makes us look ahead, to the future, because we are joining a group that is involved with the most modern stadiums, such as the 82,000-capacity new Santiago Bernabéu Stadium in Madrid, Spain, and the future 105,000-capacity Spotify Camp Nou in Barcelona, Spain, or the most important competitions, such as the football and rugby world cups. After the pitch with the most modern technology and which has shown great quality, we continue to invest in modernization.”

The partnership aims to drive FC Porto’s long-term success by leveraging Legends’ unique 360-degree service solution. As part of the partnership, Legends will oversee the club’s global partnerships, as well as the naming rights and sponsors of Estádio do Dragão. The FC Porto and Legends will evaluate new opportunities to provide an excellent experience for fans on matchdays. Legends will use its hospitality experience to reinvent the gastronomic and beverage experience at the stadium, namely in the boxes and VIP seats at the FC Porto Partners Club.

Said Jesus Bueno, General Director of Iberia, Legends, “Legends is proud to partner with FC Porto to help the club innovate the fan experience at the Estádio do Dragão and deliver world-class results for its partners. The FC Porto has an incredibly passionate fan base and the organization is committed to excellence. We are excited to collaborate with their team and provide our expertise, delivering exceptional experiences and generating sustainable commercial revenue to ensure the long-term success of the club.”

Legends partners with many of the world’s most iconic sports, entertainment and attractions brands. Across Europe, Legends also counts the LaLiga (Spain) clubs Real Madrid CF, FC Barcelona, the Premier League (UK) teams Arsenal F.C., Manchester City F.C., the FIFA Football World Cup™, the 2023 Rugby World Cup, and the Ryder Cup (golf) as customers.

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