Atlético de Madrid Case Study
VISION:
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.
PROJECT:
The Legends International Sales Team conducted an extensive market research study process to gain an in depth understanding of the market. From this, they created 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.
Sales of the new product were launched in 2016 and handled by a specialized 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.
RESULTS:
The innovative sales and marketing programmes of Legends International led to:
Premium sales over 2.6x the levels in Vicente Calderon stadium
Sell-out crowd at September 2017 opening game -- inspiring a 1-0 home win in the presence of the King of Spain
Long-term sales partnership between Legends and Atlético at the new 67,000 seat Wanda Metropolitano stadium in Madrid