Valencia CF Partners With Legends On New Stadium In Spain

Valencia CF have reached an agreement with Legends to support the club’s strategic growth through the sales and revenue optimization of the hospitality areas at the Nou Mestalla, the Spanish soccer club’s new stadium scheduled to open in the summer of 2027.

The construction of the Nou Mestalla has been dragging out since 2007, when plans to build a new stadium for Valencia were first unveiled – mainly because of the 2008 world financial crisis and its aftermath.

Large parts of the building have already been erected in Valencia’s Benicalap district, and works got picked up again at the beginning of this year.

The final capacity will be just over 70,000, enabling it to host top-tier FIFA and UEFA matches, as well as other major sports and entertainment events. The estimated project costs stood at €341 million ($386 million) at the time of writing.

Following the consultancy process carried out over the last year, the Valencia CF now incorporates Legends as a strategic partner. It marks the first major agreement for the new stadium, which, upon its inauguration in the summer of 2027, will become a fundamental pillar for the club’s economic and sporting growth in the coming decades.

“With more than 6,500 hospitality seats (more than 9% of the stadium’s total capacity), the Nou Mestalla will set a new standard for elevating the fan experience, offering nine different concepts that respond to the distinct preferences, tastes, and needs of Valencia CF fans.

“From private and personalised boxes for those seeking maximum exclusivity, to grandstand seats with access to rooms with special services. Families, friends, and companies will be able to enjoy football in premium locations with a wide variety of options, prices, and products,” according to a Legends press release.

It also states that “direct feedback from fans during focus group sessions hosted by Valencia CF and Legends informed the hospitality seating product offerings.”

The phased rollout of the first range of hospitality products – private boxes, common rooms with special services, experiences such as the club tunnel or private terraces, premium seats, and more – will begin this year.

Part of the premium offering will be early access to seat selection, compared to the general capacity limit.

Current season ticket holders and VIP clients will have priority when purchasing these premium products. But any fan, regardless of whether they are a season ticket holder, will have the opportunity to purchase a hospitality product – a way to get a head start on season ticket reservations for the general public, scheduled for after the summer of 2026.

Valencia CF and Legends will open an experience center in the final months of this year, where Valencia fans interested in purchasing hospitality products will have the opportunity to find out more.

A team of more than 15 professionals across sales, marketing and CRM at Legends will be based in this experience center in Valencia. They “will lead the design, strategy and execution of this transformational project collaboratively with the club,” the press release concludes.

Valencia CF joins other major European soccer clubs, who’ve partnered with Legends, including FC Barcelona and Aston Villa FC.

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