Valencia sign Legends for premium sales

Article posted by Coliseum, May 13^th, 2025

Image: Valencia CF and Legends

Valencia CF has teamed up with Legends to help generate revenue through sales of the hospitality areas at the Nou Mestalla stadium.

Valencia CF said that following a consultancy process carried out over the last year, the club has taken on Legends, a leader in delivering exceptional fan experiences and driving commercial revenue for sports and entertainment venues, as a strategic partner.

This is the first major agreement for the new stadium, which, upon its inauguration in the summer of 2027, will become a fundamental pillar for the club’s economic and sporting growth in the coming decades.

Valencia CF is a Spanish professional football club based in Valencia, Spain, which currently plays in LaLiga, the top-flight of the Spanish football league system. Valencia was founded in 1919 and has played its home games at the 49,430-seat Mestalla Stadium since its opening.

The 70,000-capacity Nou Mestalla Stadium is a partially built football stadium in Valencia, Spain, intended as a replacement for Valencia’s current stadium. The basic concrete structure of the stadium was built between August 2007 and February 2009 but work was then halted for financial reasons and only resumed this year.

Valencia CF said that with more than 6,500 hospitality seats (more than 9% of the stadium’s total capacity), the Nou Mestalla will set a new standard for elevating the fan experience, offering nine different concepts that respond to the distinct preferences, tastes, and needs of fans.

From private and personalised boxes for those seeking maximum exclusivity, to grandstand seats with access to rooms with special services, families, friends, and companies will be able to enjoy football in premium locations with a wide variety of options, prices, and products.

This new concept aligns Valencia CF and fans with the main market trends and will place the Nou Mestalla among the best stadiums for a complete and exciting experience in terms of sport, leisure, and entertainment.

Direct feedback from fans during focus group sessions hosted by Valencia CF and Legends informed the hospitality seating product offerings.

This year, Legends and Valencia CF will begin the phased rollout of an exclusive range of hospitality products —private boxes, common rooms with special services, experiences such as the club tunnel or private terraces, premium seats, and more— that will transform the way fans enjoy football.

In addition to being able to experience football in a different way, another advantage of this premium offering will be early access to seat selection, compared to the general capacity limit.

Current season ticket holders and VIP clients will have priority when purchasing these premium products.

In addition, any fan, regardless of whether they are a season ticket holder, will also have the opportunity to purchase a hospitality product and guarantee themselves the best seat at the Nou Mestalla.

With the aim of showcasing the Nou Mestalla’s hospitality offering and launching its commercialisation, Valencia CF and Legends will open an Experience Centre in the final months of this year.

Valencia fans interested in purchasing hospitality products will have the opportunity to see, touch, and experience, in a physical space, what the different premium experiences of the future stadium will be like, as well as getting to know first-hand more about the Nou Mestalla project.

As a result of this partnership, Legends will build a best-in-class dedicated team of more than 15 professionals across sales, marketing and CRM that will be based in the Experience Centre in Valencia and that will lead the design, strategy and execution of this transformational project collaboratively with the club.

Valencia CF joins some of the most iconic and innovative brands and venues in sports and entertainment in working with Legends.

The company is a global leader in facility development projects across European football, the NFL, MLS, MLB, and college athletics.

This includes work with Manchester City and current partnerships with FC Barcelona and Aston Villa FC focused on optimising revenue at their renovated stadiums.

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