Real Valladolid’s ‘Pucela Fanzone’ reap rewards


Real Valladolid Pucela Fanzone Image: Real Valladolid

The number of clubs offering spectators’ memorable time in stadiums is on the rise. The clubs are seeking to provide other forms of entertainment to fans on match day apart from the 90 minutes on pitch.

To give a feeling of oneness and to increase the bonhomie between the club and fans, Real Valladolid of Spain has come up with a fresh idea – they have created the ‘Pucela Fanzone’ at its Jose Zorrilla Stadium in Spain.

The fanzone spread over 12,000 square meters of area has been named after the club’s nickname Pucela. Pucela refers to the city of Valladolid. The fanzone got going at the end of the 2018-19 seasons when the football club of Spain faced Real Madrid. The whole idea was a hit and attracted humongous crowd.

Supporters are turning up by the horde since the ‘Pucela Fanzone’ was introduced with the young and old alike chilling out in the fanzone before kick-off at home matches.

The whole idea got generated after sports consultants G2 Strategic worked with La Liga as part of a unique project. As part of the project, La Liga clubs were motivated to innovate and invest in human capital so that fans can savor their match day experience and, in the process, increase revenues.

Nine clubs are joining hands to discuss the issues of increasing demand for tickets, worthwhile experience for fans and retaining match-goers.

The clubs – Valencia CF, RCD Mallorca, Real Betis, Girona FC, Real Valladolid, RCD Espanyol de Barcelona, Real Oveido, Real Sporting and Real Zaragoza – are putting their heads together to address factors such as business culture, organizational structure, ticket products, price segmentation, digital transformation, and more.

Matthieu Fenaert, CEO, Real Valladolid, while pointing out the benefits of La Liga working in tandem with G2 Strategic, said, “G2 Strategic’s vision and experience will help us to transform our offering for the entertainment, content and experience industry. This new way of getting closer to our fans will make a difference in the market.”

Fenaert explains the objective behind launching ‘Pucela Fanzone’, “The club wanted to expand the fan experience on match days by creating a meeting point with a good offering of activities.”

He further stated, “We want to be a reference point for leisure in the entire city of Valladolid, not just for the fans of the club. That’s why we have varied the activities on offer at the fanzone, from offering live music with bands and DJs to other shows involving freestylers and magicians that have been well received. We are also considering many other cultural activities for the future.”

The huge turnout of crowd since ‘Pucela Fanzone’ has been launched goes to prove that fans are enjoying the activities and they are turning up much ahead than the scheduled start of match thus easing the congestion and thus creating less congestion at the turnstiles.

The strategy has worked off and the club’s cash registers are jingling. Fans have been purchasing more food and beverages on matchdays and the stadium’s official club store is seeing a rise in sales as match-goers buy items like shirts and scarves in the team’s famous white and violet colors.

Real Valladolid is not complacent and has plans to make the ‘Pucela Fanzone’ even better so that fans recall their visit to the stadium as an enriching experience. It is planning to give space to sponsors and adding more interactive activities for its onlookers.

To enthuse young fans and develop a closer rapport with existing supporters, a club museum has also been planned.

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