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Atlético de Madrid Case Study

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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

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