Legends will work with Porto to improve the matchday experience for fans. (Octavio Passos/Getty Images)

Portuguese soccer giants FC Porto and premium sporting experiences company Legends have announced a 15-year strategic tie-up.

As part of the deal, Legends will manage global partnerships for Porto as well as naming rights and sponsorship assets for their stadium, the Estádio do Dragão. 

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Additionally, Legends will work with Porto to improve the matchday experience for fans, such as by changing the food and drink experience at the stadium, with a particular focus on Porto’s Partner’s Club VIP boxes and seats.

Jorge Nuno Pinto da Costa, president of FC Porto, said: “On the day that the Dragão turns 20 years old, we continue to be at the forefront, as one of the most beautiful stadiums in Europe with the best atmosphere.

“This partnership with Legends makes us look forward to the future because we are linking with a group that is involved with the most modern stadiums, such as the new Santiago Bernabéu and the future Camp Nou, and the most important competitions, such as the football and rugby World Cups.

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“Off the pitch, with the latest technology, which has shown great quality, we continue to invest in modernization.”

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Jesus Bueno, managing director for Legends in Iberia, added: “Legends is proud to partner with FC Porto to help the club innovate the fan experience at Estádio do Dragão and deliver world-class results for partners.

“FC Porto has an incredibly passionate fan base and the organization is committed to excellence. We are excited to collaborate with their team and provide our expertise delivering exceptional experiences and driving sustainable commercial revenue to ensure long-term success for the club.”

Legends has also had similar deals with Real Madrid, Barcelona, Arsenal, Manchester City, Bay FC, FIFA World Cup, Rugby World Cup 2023, and the Ryder Cup.