Atlético de Madrid Case Study


Following up from the extensive feasibility and market research work undertaken by Legends Global Planning on their new stadium project, Atlético de Madrid, one of the largest football teams in Spain needed to drive sales and maximise capacity at its brand-new Wanda Metropolitano Stadium. The team wanted to create a hospitality experience that would not only be world class, but also capture the true ‘Atlético’ spirit and harness the passion of Atlético’s fans. Legends International took up the challenge.   



Through the Global Planning Team, Legends International conducted an extensive market research study process to gain an in depth understanding of the market. From this, Legends International Global Planning and Global Sales teams worked together to create a unique new premium experience that included 78 boxes, 60 loge boxes – a new concept in the Spanish market – and a further 4,500 premium seats across 6 different lounge areas.   

New premium products were launched in 2016 and the sales and marketing strategy was handled by a specialised local sales team that Legends recruited and trained. The initiative saw a significant increase in volume of premium inventory compared to Vicente Calderon, the former stadium. The Legends International Sales Team also created a dedicated marketing suite in the old stadium using modern technology to bring the new stadium experience to life.  

The sales partnership between Legends and Atlético de Madrid at the new 67,000 seat Wanda Metropolitano stadium successfully concluded in 2021. 



The innovative sales and marketing programme of Legends International led to: 

  • Premium Sales revenue increased by 222% in inaugural season of new stadium, with further 15% year-on-year increase 
  • Sell-out crowd at September 2017 opening game – inspiring a 1-0 home win in the presence of the King of Spain   
See also: Ticketing