Portuguese soccer heavyweights Porto have expanded their long-term partnership with premium sporting experiences company Legends and its venue management arm ASM Global to include catering services.
Legends/ASM Global will now serve as the official catering service provider at Porto’s 50,033-capacity Estádio do Dragão, overseeing all food and beverage operations, including in the concourses for general ticketholders, and in hospitality areas also.
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Porto vice president João Borges commented: “Together with our associates and business partners, we are committed to developing and continuing to grow the club.
“Strategically, the modernization of infrastructures – both in terms of spaces and services – is a key element of our entire plan. The journey of those who visit us must be remarkable, from the moment they enter until the moment they leave any FC Porto facility.
“To achieve this, in addition to our outstanding internal teams, it is essential to have the right partners. Legends is the partner that brings international-level expertise and knowledge, allowing us to position ourselves at the top of the global experience. This will always be the ambition of the club and its administration.”
Legends/ASM Global president for Europe Chris Bray added: “The partnership not only reflects our shared commitment to innovation and excellence but also signals a major strategic step for our business in Portugal and across Iberia.
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By GlobalData“Having worked closely with the club on future vision, as well as catering and hospitality, this new chapter will allow us to deliver on those ambitions and take the experience at Estádio do Dragão to new heights.”
Legends is two years into a 15-year mandate to enhance the club’s commercial operations, including naming rights and sponsorship assets for the Estádio do Dragão, as well as to revolutionize the fan experience at the venue.
Almost a year after that partnership was struck, Legends acquired ASM Global, merging the pair’s businesses and allowing the firm to begin offering venue planning, development, and management services; content and event booking services; partnerships and premium ticketing services; and merchandise and hospitality services.
