Legends/ASM Global & FC Porto Expand Strategic Partnership

Portugal’s tradition-rich soccer club FC Porto has struck a new five-year agreement with Legends/ASM Global, which expands on the 15-year strategic partnership signed in 2023.

“This marks a significant expansion of the relationship between FC Porto and Legends, with the company now appointed as the club’s official catering service provider at Estádio do Dragão; the first stadium-level contract of its kind in Portugal,” according to the press announcement.

The new deal will see Legends/ASM Global oversee all food and beverage operations at the club, including both general admission and premium hospitality areas.

“The team will introduce a refreshed culinary experience built on innovation, excellence and local authenticity, with the highest standards of quality at the heart of the service for FC Porto fans and guests. The partnership includes both match-day and non-match day events, as well as the training and development of on-site teams,” the press release continues.

It’s all part of transforming all aspects of the matchday experience at Estádio do Dragão.

The partnership reinforces Legends/ASM Global’s commitment to growth and investment across Iberia. FC Porto is the first club in Portugal to partner with Legends/ASM Global at stadium level for catering services.

See: Valencia CF Partners With Legends On New Stadium In Spain

Chris Bray, Legends/ASM Global president, Europe, said, “We are incredibly proud to expand our relationship with FC Porto through this new deal. 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. 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.”

João Borges, FC Porto vice president, added, “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.”

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