Club Atlético de Madrid announced the selection of CenterplateISG, a joint-venture partnership between global leaders Centerplate and International Stadia Group (ISG), to design and manage all food service, premium ticket sales and marketing at their new stadium, currently under construction and scheduled to open in 2016.
For CenterplateISG, this is the first contract in the Spanish market, and will provide unparalleled food and beverage hospitality services to Atlético Madrid fans and proven solutions to premium ticket sales and marketing. The value of the transaction and revenue-share details will not be disclosed.
CenterplateISG has been working alongside Atlético de Madrid to ensure the Club’s fans enjoy a tailored world-class experience at the new stadium. By creating integrated alignment between team, ticketing and the match day experience, this joint venture will bring the football fan experience of the 21st Century to La Liga.
CenterplateISG will conduct customized market and fan research that will enable Atlético de Madrid to create the ideal mix of hospitality experiences tailored to appeal to a wide variety of fan preferences throughout the stadium. The outputs of that work will include:
• Dedicated fan hospitality areas inside and outside the stadium
• Integrated infrastructure and interior design
• Customer relationship management programs
• Customized menu development
Through its services CenterplateISG will identify and deliver sustainable revenue streams, providing Atletico de Madrid with stable returns.
Andrew Hampel, CEO of ISG, said:
We at ISG have seen many stadium projects around the globe and we are extremely proud of the agreement now established between Atlético de Madrid and CenterplateISG.
With all of the key ingredients already in place, and construction under way, ISG is confident that the new stadium will be a huge success for Atletico’s fans and become a “must visit” venue for sporting fans and tourists alike. ISG has been working with Atlético Madrid since 2011 to ensure the new stadium has a range of hospitality experiences that truly matches the unique nature of the local market and the fans of Atlético.
Des Hague, CEO of Centerplate, continued:
Atlético de Madrid can rightly claim some of the best football fans in the world, and we are thrilled to design and manage a world-class fan experience for everyone who sets foot inside their new stadium.
We anticipate huge synergies in our joint venture with ISG; this is the first time that we have seen complete alignment of interests between the Club, the ticket sales strategy and the delivery of the fan experience – we believe that this will prove to be the way forward for all sports and entertainment venues.
Miguel Ángel Gil Marín, CEO of Atlético de Madrid, added:
As we embark on a new era for Atlético Madrid and our supporters, we searched around the world for the best partners for our new stadium, and we can say with confidence that when it comes to hospitality, fan experience, research and stadium design, we are bringing our fans the very best. [Source: Pan Stadia]
Global clubs are giving more and more focus on generating revenue with their stadiums, but also thinking strongly in terms of providing a meaningful fan experience at matchdays. Hospitality, catering, ticket sales, etc are crucial points clubs strive to excel at.