US-based premium experiences company Legends has been enlisted by Spanish soccer giants FC Barcelona to help generate more revenue at the club’s renovated Camp Nou stadium.
Under the new partnership, Legends will help promote the design and marketing of future VIP boxes and seats at FC Barcelona’s revamped home stadium, which sits at the center of the club’s vast Espai Barca facility development project.
The stadium is currently being renovated to increase its capacity to around 105,000 at cost of around €1.5 billion.
As part of the deal, Legends will team up with fellow US company Innovative Partnerships Group (IPG 360) and the club to source new partners and strategic associations for the project.
The two main targets for the partnerships will be to find new sponsorship agreements linked with the stadium and a renewed offer of VIP spaces and experiences once the development work has finished.
In a statement, FC Barcelona said: “Barca is joining forces with two leading international companies with the aim of maximizing the generation of new revenue associated with the future stadium.
“Based in the United States, both companies are among the leaders in their respective areas of expertise and provide a vision of the best practices and trends on the international side in the commercial use of large sports facilities.
“Their experience will play a key role in the generation of new income, a fundamental element for the project to restructure the Spotify Nou Camp, as well as Espai Barca in general.”
The club added: “The future stadium will offer a new range of 100% Barca experiences, in addition to a design that incorporates a wide variety of VIP boxes and seats of much higher quality than at present, and in line with the best European stadiums, the aim being to treble the number of places currently being offered.
“These proposed revenue sources are two of the most essential for the viability of the financing plan proposed for the project.
“The plan is for them to jointly report to the club more than €120 million ($126 million) per year once the new stadium is finished and at full capacity.”
Legends are also involved with the redevelopment of LaLiga rivals Real Madrid’s home Santiago Bernabeu through a wide-ranging partnership that will see it gain input into any future activities and operations at the stadium.
The new partnership between Barcelona and Legends comes after the club’s multifaceted and multi-year sponsorship deal with Spotify which saw the Swedish audio streaming giant secure naming rights of the iconic Camp Nou stadium and front-of-shirt rights for both the men’s and women’s first teams from the start of the 2022-23 LaLiga season in July.
Spotify replaced Rakuten, the Japanese e-commerce brand, as the men’s shirt sponsor and home tools brand Stanley Black & Decker on the front of the women’s kit.
That agreement is worth an estimated total of €280 million and marks the first time the club’s home ground has taken on a naming rights sponsor, becoming the Spotify Camp Nou.
The latest deal comes as Barcelona looks to dramatically increase its capital to dig its way out of the deep financial hole it has fallen into on the back of the Covid-19 pandemic.
Late last year, Barcelona’s debt stood at €1.35 billion, with the club’s economic woes leading to their best player and all-time great Lionel Messi leaving.