Spanish soccer side Valencia has announced a new partnership with premium experiences company Legends, covering its under-construction Nou Mestalla venue.
The LaLiga club has tasked Legends with the management of hospitality sales at the Nou Mestalla, ahead of the planned move into the stadium upon competition ahead of the 2027-28 campaign.
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The Nou Mestalla, which has a proposed capacity of around 70,000, will boast over 6,500 hospitality seats (over 9% of its total capacity), divided across nine distinct areas, with both individual seats, private boxes, function suites, and experiences such as tunnel access, all available.
A long consultancy process led to the appointment of Legends, with hospitality sales to begin before the end of 2025.
To facilitate the sales, Valencia and Legends will collaborate to open an “experience centre” to demonstrate the different offerings the new venue will host.
Construction at the Nou Mestalla resumed in January 2025, close to 16 years after it was halted due to funding issues, courtesy of a new refinancing agreement reached in November 2024 that subsequently allowed the club to get a new loan to cover the remainder of the stadium.
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By GlobalDataConstruction on the Nou Mestalla began in 2007 but was soon halted due to financial issues at the club and has been derelict ever since, and as such is known as the Ghost Ground in Spain.
Valencia continue to play at the 100+ year old 49,000-capacity Estadio Mestalla as the prospective Nou Mestalla lies empty.
The deal adds to Legends' partnerships within sports, counting soccer clubs Real Madrid, Barcelona, Arsenal, Liverpool, Manchester City, and Manchester United as clients. It also has deals in place with golf’s Ryder Cup, the Indian Wells tennis tournament, and motor racing team Audi F1.
Most recently, Legends took over as the long-term hospitality partner of English soccer side Aston Villa.
Valencia, for its part, recently renewed its partnership with Spanish property firm TM Grupo Inmobiliario to continue as the club’s main shirt sponsor.
The Alicante-based company will continue to support the Valencia men's and women's first teams and the VCF Academy for the next three seasons, until 2028, following the original deal two years ago.
In February, Valencia also furthered its expansion efforts by appointing global sports agency Wasserman to support its growth into North America.
