FC Porto and Legends Announce 15-Year Strategic Partnership


November 16, 2023
Porto x Legends

FC Porto and global premium experiences company Legends announced today a 15-year strategic partnership focused on transforming the fan experience. Legends will support global partnerships, the food and beverage experience at Estádio do Dragão, and collaborate with FC Porto to explore opportunities to improve the overall fan experience at the stadium and enhance commercial opportunities for the club.

“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. After the pitch with the latest technology, which has shown great quality, we continue to invest in modernization,” said Jorge Nuno Pinto da Costa, President of FC Porto.

The holistic partnership aims to drive long-term success for FC Porto leveraging Legends’ unique 360-degree service solution. As part of the partnership, Legends will oversee global partnerships for the club as well as naming rights and sponsorship assets for Estádio do Dragão. FC Porto and Legends will evaluate new opportunities to deliver a premier matchday experience for fans. Legends will utilize its hospitality expertise to reimagine the culinary and beverage experience at the stadium, namely in FC Porto Partner’s Club VIP boxes and seats.

“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,” said Jesus Bueno, Managing Director of Iberia, Legends. “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 is partnered with many of the world’s most iconic sports, entertainment, and attractions brands. Throughout Europe, Legends also counts Real Madrid CF, FC Barcelona, Arsenal FC, Manchester City FC, FIFA World Cup, Rugby World Cup 2023, and Ryder Cup as clients.

Portuguese Press Release

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