Goal-Line Cameras Successfully Tested By EHF in Bucharest
The European Handball Federation has successfully conducted a test of new goal-line cameras at the Women’s EHF EURO Cup Finals at the end of September in Bucharest.
North Terrace by Pepsi Opens at Wembley Stadium
Wembley Stadium connected by EE, has opened North Terrace by Pepsi, a reimagined entertainment area on level five, designed to bring more energy to event days across football, music and live entertainment.
North Terrace by Pepsi, provides guests with a dedicated place to gather before and during events, with views over Olympic Way, interactive digital activations, music-led moments and curated food and drink concessions.
The opening marks the latest milestone in the multi-year partnership between PepsiCo and Wembley Stadium, with PepsiCo serving as the stadium’s Official Carbonated Soft Drinks & Crisps Partner until 2030. It also builds on Pepsi MAX®’s wider commitment to English football, following the four-year partnership announced with The FA earlier this year that made Pepsi MAX® the official soft drinks partner of the England senior men’s and women’s teams.
Designed as a fan destination, North Terrace by Pepsi brings together live entertainment, football-inspired cues and branded activations in a way that is intended to feel part of the occasion. Digital features including event-responsive lighting and holographic gaming tables will connect technology, sport and entertainment, while the North Terrace supports Wembley Stadium’s ambition to continue evolving the visitor experience at one of the world’s busiest live event venues.
As part of the wider North Terrace by Pepsi experience, Pepsi House of Treats will bring a dedicated crafted beverage offer to Wembley Stadium.
Three signature drinks will be available at selected events, including Pepsi ’66, a Wembley-exclusive serve made with Pepsi Zero Sugar Strawberries ’N’ Cream, vanilla syrup and strawberry popping boba, topped with whipped cream and strawberry sauce; Pepsi MAX® Lychee Pop, made with lemon rancho syrup, lychee popping boba and Pepsi MAX®; and 7UP® Blue Wave, made with 7UP® Zero Sugar, pomegranate popping boba, lemon rancho, cucumber and blue curaçao syrup, topped with whipped cream.
The drinks menu will evolve for selected concerts, sporting events and special occasions, with event-specific serves introduced throughout the year. Fans will also be able to experience food items from PepsiCo’s culinary offering at select events across the year.
Legends Global Appoint New Coventry Building Society Arena Manager
Legends Global has appointed Andy Price as General Manager of Coventry Building Society Arena, home of Coventry City Football Club. Andy will lead Legends Global's new partnership with the venue, working with the Club and the arena team to shape its future.
The partnership brings together Legends Global's experience across 450+ venues worldwide with the ambition of Coventry City Football Club and Coventry Building Society Arena. Working collaboratively, the aim is to transform the arena, creating a world-class fan experience. As part of his role, Andy will oversee venue operations, transform food & beverage and premium hospitality revenues on matchdays, and drive growth in non-matchday revenue through conventions, special events, concerts, ticketing and more.
Andy joins from Olympia in London, part of the Legends Global network, where he has spent the last two years as Marketing & Communications Director. There he led the venue's marketing strategy and played a key role in the design and development of two major projects, The ICC and The Addison.
Before joining Legends Global, Andy spent five years as Commercial Director of the Ticketing & Arenas division at The NEC in Birmingham. This followed 17 years in marketing and live events roles in commercial radio.
Andy Price said, "I'm delighted to be joining the team at Coventry at such a pivotal time for both the Football Club and the Venue. We have huge ambitions and big plans for growth in the years ahead. This opportunity provides a platform for me to bring together everything I learned through a variety of roles in the live events industry – music, conferences and events, ticketing, premium hospitality – it's all part of our plans and I can't wait to get started!"
Gary Simpson, SVP Operations UK at Legends Global said, "At Legends Global, we're always looking to the exceptional talent already within our business, giving people the opportunity to grow and take on new roles at our venues. Andy is a great example of that – he comes with fantastic experience, and I am delighted that he is stepping into the General Manager role. We're proud to be working together with Coventry City Football Club and Coventry Building Society Arena and are very excited about what we can achieve together to transform the venue for the years ahead."
Announced in August, the 10-year partnership is backed by a joint investment of more than £15 million from Coventry City Football Club and Legends Global over the next three years. It will upgrade hospitality, food and beverage, technology, premium spaces and the wider venue. With a phased transition effective immediately, Andy will take up the role full time from 1st December.
AXS & Malmö Arena Partner for Ticketing Solutions
AXS, a global leader in ticketing technology and services, and Malmö Arena have announced a new partnership that will make AXS the Arena’s official ticketing partner beginning January 1, 2027.
The partnership brings AXS’s full suite of ticketing technology and services to one of Sweden’s leading entertainment and sports venues, while establishing a broader collaboration focused on enhancing the fan experience, developing premium and hospitality offerings, increasing revenue opportunities and attracting new events and audiences to Malmö Arena.
Located in Sweden’s third-largest city and within easy reach of Denmark, Malmö Arena is one of the region’s premier destinations for live entertainment and sports. The venue welcomes approximately 400,000 ticketed guests across roughly 110 events annually, with capacity for 15,500 guests for concerts and 12,600 for sporting events.
“We see AXS as the ideal partner for the next chapter of Malmö Arena,” said Saša Vejzović, CEO of Malmö Arena. “This is about much more than changing ticketing platforms. Together, we want to create the best possible experience for our guests, build new opportunities for the Arena and event organizers, and help Malmö’s live event landscape continue to grow.”
Through AXS, fans will have a seamless digital experience across the event journey, from purchasing and accessing tickets to upgrades, add-ons and secure resale, all within a single platform. Malmö Arena and AXS will also work closely on VIP, premium and hospitality offerings designed to improve the guest experience and create additional value for the venue and its event partners.
The companies will collaborate to attract new events and audiences from across Sweden and neighboring Denmark, further establishing Malmö as a destination for major music, sports and entertainment experiences.
“Partnering with Malmö Arena is an important milestone for AXS in Sweden and a significant step in our continued expansion across the Nordics,” said Henrik Berndtson, Managing Director, AXS Sweden. “Malmö Arena is an exceptional venue with an ambitious vision for its future. We’re excited to bring together our technology, people and expertise to help grow audiences, enhance the fan experience and create new opportunities for the Arena and its partners.”
Malmö Arena hosts major national and international entertainment, including Melodifestivalen and Disney On Ice, and has welcomed artists including Britney Spears, Lady Gaga, Bob Dylan, Rush, Rammstein and Jean-Michel Jarre.
AXS will begin powering ticketing for Malmö Arena on January 1, 2027.
SeatGeek Launches TourIQ Software
SeatGeek, the technology company that has put data at the centre of the live event experience from day one, has announced the launch of TourIQ, a predictive intelligence product built for the people who book and price live shows. TourIQ tells a promoter or venue what a concert or third party event is worth at any building, for any artist, on any date, before a single ticket is sold, then generates a price for every seat in the house so the show opens with the right scaling from day one.
Booking a show is one of the most consequential financial decisions in live entertainment, and it has long been made without the strongest data to match. A promoter's view of demand is limited to the shows they've run. A venue’s is limited to what has played in their building. No one has had a full picture of what a given artist is worth in a given market on a given night, so even the best-informed decisions carry more risk than they should. When the price is right, everyone wins: the artist plays to a full house, the building clears evenly, and the fan pays a price that matches the seat. TourIQ gives that decision a number.
“Every experienced booker can tell you roughly what a show should do. What they haven't had is a way to prove it. The instinct is usually right, but it's been sitting on top of a manual process: comps pulled by hand, a scale built in a spreadsheet and a lot of waiting for the onsale to tell you whether you were right. TourIQ replaces the guesswork with a number, before anything goes on sale,” said Noah Sarkey, Quantitative Research Manager for SeatGeekIQ.
TourIQ is the newest product from SeatGeekIQ, SeatGeek's marketplace intelligence engine, which already powers pricing and demand decisions for many of the largest names in sports and entertainment. TourIQ applies that intelligence earlier in the process, to an event that doesn't exist yet, drawing on nearly two decades of SeatGeek transaction data across primary and resale markets, live demand signals and comparable events. The launch follows the August debut of Ask SeatGeek, which brought the same intelligence layer directly to fans. TourIQ brings it to the other side of the box office.
“TourIQ is built on the largest blended dataset of primary and resale ticket transactions in live entertainment and it gets smarter with every onsale. We're building the infrastructure that gets smarter with every fan interaction, before, during, and after the sale. It's a great example of how we see SeatGeek as an intelligence partner, not just a ticketing vendor,” said ArinMichelle Casey, Head of Entertainment Partnerships at SeatGeek.
TourIQ is already in use on stadium tours from three of the largest promoters in the country.
Two capabilities, one workflow
Valuation. Enter the artist, the venue and the date and TourIQ returns a projected value for the show, built from historical marketplace performance, current demand signals and relevant comps. Bookers can generate their own number for an open date rather than waiting for someone else to tell them what it's worth, and see which artists and genres overperform in their market relative to the rest of the country before they pick up the phone.
Scaling. TourIQ then prices every seat in the building to what the market will pay, generating price levels that span the house based on true seat-level value rather than the tier a seat happens to sit in. A corner seat in the lower bowl and a center seat one level up are often worth the same thing; TourIQ prices them that way from the start instead of leaving it to be fixed later with a discount. The scaling it produces is production-ready, so the same model used to evaluate a show can be used to put it on sale.
Early results
- For Nissan Stadium’s Ole Miss vs. Louisville matchup, TourIQ's predictive scaling sold 29% more tickets and generated 13% higher gross revenue than projected, with an average ticket price 13% lower. More fans in the building, a lower price on the average seat, and more predictable event revenue.
- On a 2026 stadium tour opener, initial sales left gaps in the lower bowl and slow movement upstairs. Rather than cutting prices, TourIQ redistributed seats within the existing price levels to match relative value. The lagging sections converted, and the show reached 93% sell-through, six points above forecast, with 49% fewer pockets of unsold seats.
- On a separate stadium show, scaling the building seat by seat rather than tier by tier surfaced roughly $1 million in revenue that a conventional scale would have left on the table.
What this means for promoters
- Underwrite the whole tour. One scaling model applied venue to venue, within the minimum and maximum price guardrails the tour sets, rather than rebuilt from scratch in every city.
- Route with more certainty. Know which markets and dates a tour is likely to clear before committing to them.
- Move at the pace of a routing cycle. TourIQ handles the comps, the seat-level math and the price levels so the team can spend its time on the calls that need human judgment.
What this means for venues and bookers
- Win more shows. Walk into a negotiation with a data-backed number and know your upside before you sign.
- Chase the right shows. See which artists and genres outperform in your building relative to the national average, and how hard you can go on a bid and still hit your number.
- Clear the house evenly. A building scaled to seat-level value sells across the whole map instead of in patches, which means fewer distressed sections and fewer late discounts.
Where this goes next
TourIQ is the first SeatGeekIQ product built specifically for live entertainment, and it reflects how SeatGeek sees its role with the promoters, venues and artists it works with: as an intelligence partner whose tools get more useful with every show. Every scaling TourIQ produces, and every onsale that follows, feeds the model that values the next one.
TourIQ is available now to promoters and venues through SeatGeekIQ. To learn more, visit https://seatgeek.com/blog/introducing-touriq.
Centre of Excellence to shape future of Australian hockey
Hockey Australia’s Centre of Excellence will be more than a new home for the sport. It will bring to life a fully connected, holistic high-performance system designed to develop people, accelerate talent and create sustained international success.
At its heart, the Centre of Excellence is about bringing every element required for world-class performance together – athletes, coaches, scientists, analysts, support staff, technology, data and expertise – within one integrated national system.
One Purpose. One System. One Future.
Whilst the Centre will provide the physical hub, the system it anchors operates year-round and in every state and territory. It spans grassroots participation and talent identification through to national underage teams, the TA32 initiative and ultimately the Hockeyroos and Kookaburras.
Rather than drawing talent and knowledge into one location, the system is designed to extend it outward. The performance science, coaching, officiating and analytics developed at the Centre are intended to benefit state programs, clubs and pathways across the country, lifting standards wherever the game is played. The ambition is for the Centre to strengthen the entire hockey ecosystem – not just those who train within its walls.
It is a system designed to discover, develop, accelerate, perform and inspire.
For emerging athletes, that means a clearer and more connected journey through Australian hockey.
The development pathway will incorporate the Jillaroos and Burras, Australian Under 18 boys and girls and Australian A programs, while TA32 will provide a dedicated pathway to identify and accelerate national talent.
At the other end of that pathway sit the Hockeyroos and Kookaburras, with the entire system working towards Hockey Australia’s vision of being consistently Top 3 in the world, both on and off the field, by 2032.
Developing the next generation of Australian players is only one part of the system.
World-class coaches and support staff will work alongside athletes in a culture centred on growth, respect and unity, while leading-edge performance science, recovery and human performance expertise will help athletes maximise their potential.
Advanced technology, data capture, analytics and insights will further strengthen decision-making across the national program, creating a competitive advantage and ensuring Australia continues to evolve alongside the world’s leading hockey nations.
Athlete support and wellbeing will also sit at the heart of the model, ensuring players are provided with the holistic support required to thrive both on and off the field.
Hockey Australia Acting CEO David Thompson said the Centre represented an opportunity to fundamentally strengthen the way Australian hockey develops its people and pursues excellence.
“The Centre of Excellence is about much more than a building. It is about creating one connected system that gives our athletes, coaches and staff the best possible opportunity to succeed,” Thompson said.
“For the first time, we bring every element of our high-performance environment together – from development and TA32 through to our pathway programs, Hockeyroos and Kookaburras, performance science, wellbeing, technology and our people.
“We want an emerging athlete entering our national pathway to be able to see exactly where they can go and understand what is required to get there.
“They will be surrounded by world-class coaches, support staff, performance expertise and some of the best hockey players in the world. That daily connection to the standards and expectations of international hockey will be incredibly powerful.
“It is about creating an environment that identifies talent, accelerates development and prepares future Hockeyroos and Kookaburras to compete and win on the biggest stage.
“Just as importantly, we want the knowledge, innovation and expertise within the system to have an impact across Australian hockey. The Centre provides an opportunity to connect high performance, pathways, coaching, officiating and the broader game in a way we haven’t been able to before.
“Our ambition is to build a world-leading high-performance system that gives Australian hockey a genuine competitive advantage and positions us for sustained success through Brisbane 2032 and well beyond.”
The Centre’s physical environment will enable that system to operate at its best, with four international hockey pitches, specialist high-performance training facilities, an indoor hockey centre and integrated sports science and medicine capabilities.
Backed by a $163 million investment from the Western Australian Government and currently under development at Curtin University in Perth, the Centre will provide the platform for Hockey Australia to bring its high-performance vision together in one place.
Its legacy will ultimately be measured by far more than the facilities it delivers.
It will be measured by the athletes it discovers, the people it develops, the knowledge it creates, the performances it enables and the generations it inspires.
From a young player beginning their journey in hockey to a Hockeyroo or Kookaburra representing Australia on the world stage, the Centre of Excellence will connect the pathway through one purpose and one system – building the future of Australian hockey
RAW Charging Partner With Sunderland For EV Charging
RAW Charging has announced a landmark partnership with Sunderland AFC to deliver the largest public EV charging hub in the North East as part of the club’s Ready Eco programme.
Located at the Stadium of Light, the new EV hub will feature 20 ultra-rapid charging bays, comprising 16 x 150kW and 4 x 300kW chargers, adding a vital new facility for the community. The hub will ensure a fast, reliable and efficient charging experience for visitors, fans and the wider community. This initiative is a crucial step in Sunderland AFC’s Ready Eco strategy, which aims to make the club energy-sufficient from renewable sources by 2028 and achieve net zero by 2040.
The hub will be powered by 100% renewable energy, supporting Sunderland AFC’s mission to lead on sustainability in sport while aligning with the commitment to delivering future-proof charging solutions across the UK.
Visitors to Sunderland can take advantage of state-of-the-art chargers, which allow for quick battery top-ups in just minutes. The chargers support contactless payments and are compatible with all major EV charging apps. Furthermore, customers can enjoy free charging following the opening of the hub by signing up to RAW Rewards. Free charging is only available via the ChargePoint App and not via contactless payment.
RAW is committed to excellence and has been recognised with the prestigious Zapmap Best Destination Network Award for 2026, as well as the ICC Gold accreditation, cementing its position as the EV charging partner of choice for the UK's leading leisure, retail and hospitality destinations.
RAW Charging's Investment in the North East
RAW Charging is funding, operating and maintaining the entire charging infrastructure, ensuring seamless access to high-quality EV charging for Sunderland AFC supporters and the wider public. The chargers will be branded as part of Ready Eco, further strengthening Sunderland AFC’s visibility as a leader in sustainable initiatives.
This partnership marks another major milestone in the UK-wide network, following recent installations at major leisure and hospitality destinations including Cardigan Fields, Knights Park, Xscape Yorkshire and Xscape Milton Keynes. By investing in this hub, EV charging is becoming more accessible, convenient and reliable for drivers across the North East.
Jason Simpson, CEO of RAW Charging, said: "We are delighted to be partnering with Sunderland AFC to deliver the largest EV charging hub in the North East. This project is a major new facility for the city and aligns perfectly with our mission to support sustainable travel. By providing ultra-rapid charging powered by 100% renewable energy, we are ensuring that EV drivers have access to reliable and future-proof charging infrastructure."
Paul Kingsmore, Chief Operations Officer, Sunderland AFC, added: "At Sunderland AFC, we are committed to making a real difference through our Ready Eco programme, and this partnership with RAW Charging is another step towards achieving our sustainability ambitions. By installing a state-of-the-art EV charging hub at the Stadium of Light, we are not only improving the experience for fans and visitors but also supporting the wider transition to cleaner, greener transport in the North East."
Disguise Launches X2 & X3 to make ecosystem more accessible
For more than two decades, Disguise has powered some of the most ambitious live events and experiences in the world — from Bad Bunny and Coachella to the Burj Khalifa in Dubai and Top Of The Rock at the Rockefeller Observation Deck in New York. Today, Disguise announces X2 and X3, making its Designer software more accessible to small and mid-sized productions such as DJ sets, theatre tours, festivals and corporate brand events.
The launch builds on the success of X1, which since its release last year has been deployed across live events, immersive experiences and corporate brand activations — including Charlie Puth’s European tour, Tennocon’s 2025 conference and the Dunham Massey Christmas light trail installation. X2 and X3 have been available to select customers since earlier this year and are already powering major productions for artists including David Guetta, Martin Garrix and Central Cee.
"Following the success of X1 last year, X2 and X3 are the next step in making our ecosystem even more accessible," explains Raed Al Tikriti, Chief Product and Technology Officer at Disguise. "A key goal with the X Series is to give our community access to Disguise at a more accessible price point. By offering both two and three 4K outputs and the flexibility to run on your hardware of choice, including a Windows laptop, we're enabling users to bring high-end creative possibilities to both small and mid-size shows. It provides the ultimate balance: the full power of Disguise with the portability to stay agile on the road, eliminating the need for costly logistics or time spent reprogramming on other solutions."
Teams can now choose X1, X2 or X3 for small or mid-size productions, then switch to Disguise media servers for large productions, when greater output or clustering is required. This means projects can scale across different venue sizes while staying in the same Designer workflow, reducing the need to rebuild or reprogramme the show file as requirements change. For productions working within tighter budgets, the X Series also offers a more accessible way to use Disguise across a broader range of shows.
“Making the move to the X2 from other solutions in the Disguise ecosystem was easy. With two 4K outputs, we were able to maintain full quality and didn’t have to compromise our creative vision on our smaller shows in the US,” says Alex Loftie, video programmer and operator for Central Cee’s tour and beta tester for the X2. “We could easily transition back to Disguise’s GX 3 media servers for the larger arena shows in Europe, and any changes we’d made in the smaller US venues or new songs we’d added could be easily used again without any fuss.”
“Working with the X Series has helped speed things up considerably when working on Martin Garrix’s festival shows,” comments Vishal Sharma, video programmer at All Of It Now. “We’re not having to reinvent the wheel every time we get to a new stage or venue; we can just use the same show file. It’s saving us a huge amount of time and has removed the need to reprogramme on another solution. We believe the X Series is going to really change the way the industry thinks about video and how it should be operated and executed.”
Populous to Design Stadium & Arena at Rach Chiec in Vietnam
The project progress was shared with the Queensland Minister for Finance, Trade, Employment and Training Ros Bates, who visited Populous’ Asia Pacific head office in Brisbane today (23 September 2026), where she was given an early look at the design concepts.
Vietnamese developer Sun Group has appointed Populous to design the 70,000-seat National Stadium and 18,000-seat Arena at the heart of the Rach Chiec National Sports Complex, on the outskirts of Ho Chi Minh City. The appointment builds on Populous’ earlier role in masterplanning the near-200 hectare site, and follows a groundbreaking ceremony held earlier this year.
Led by Senior Principal and APAC Director Andrew Tulen from the firm’s Singapore studio, working alongside architects and designers in Brisbane and across Populous’ Southeast Asia studios, the design team is now progressing concepts that will place Vietnam firmly on the global sporting and entertainment map.
Mr Tulen said the venues will be world-class, built not just for one-off events but as everyday community assets that give back to the people of Ho Chi Minh City 365 days a year.
A landmark for Southeast Asia
The Rach Chiec Stadium will be the first athletic stadium of its size in Southeast Asia to feature a fully retractable, acoustically rated roof that will shield nearby residential communities from noise during major concerts and events while giving organizers full control over conditions inside the bowl.
The roof and building form take their inspiration from the Nipa Palms that line the waterways surrounding the site, a motif Mr Tulen and the design team studied closely for the way the plants protect riverbanks while creating space beneath their canopy for community and trade. That story of resilience, protection and openness has become a guiding design principle for the Stadium’s facade, translating into an open-concourse design that shelters spectators from the elements while keeping the venue connected to the life of the city around it.
Alongside the Stadium and Arena, the wider masterplan integrates an aquatic centre, multi-purpose halls, training facilities and sports medicine services around a central park and riverscape. This reflects a shift away from standalone stadiums toward precincts that function as genuine community catalysts.
Commenting on the award of the design, Minster Bates said: “Populous is a great example of Queensland expertise competing and winning on the world stage, and this appointment is a clear indication of its status as one of Australia’s most significant exporters of design services”.
Positioning Vietnam on the world sporting stage
For Vietnam, the Rach Chiec National Sports Complex represents an opportunity to compete for major international sporting and entertainment events. The masterplan was designed to accommodate around 90% of Olympic sports, with the scale, zoning and security considerations needed to host events of the caliber of the Southeast Asian Games and Asian Football Confederation (AFC) Asian Cup competitions. The project also lays the groundwork for Vietnam’s longer-term ambitions to host an Olympic & Paralympic Games.
The design has been developed with future technological innovation very much in mind, recognizing the rapid pace of change in venue operations, fan engagement and event delivery. This includes flexible seating configurations, advanced zone-based air-conditioning, and the digital and broadcast infrastructure that modern events now demand.
The combination of future-ready technology and world-class capacity is intended to ensure the Stadium and Arena remain key venues in the global sport and entertainment calendar.
FC Barcelona Launch VIP Seat Licenses with Legends Global
FC Barcelona is entering a new phase of its VIP Hospitality offering at Spotify Camp Nou with the launch of a new model of long-term individual VIP seat licences, in partnership with Legends Global, the Club’s strategic partner in the development and commercialisation of its hospitality offering.
This new phase will enable the Club to introduce a new generation of premium and VIP products, designed to position Spotify Camp Nou as an international benchmark for sports hospitality experiences.
Based on long-term individual VIP seat licences, the new model introduces an innovative proposition to the European market. Customers will be able to secure an exclusive licence for a VIP seat at Spotify Camp Nou for 15 or 30 years, together with new exclusive benefits and services.
Nearly 5,000 VIP seats commercialized
Since 2024, FC Barcelona has been working alongside Legends Global on the design, development and commercialisation of the VIP Hospitality offering at Spotify Camp Nou, combining the strength of the Barça brand with Legends Global’s international expertise in the development of premium products.
In 2023, the Club unveiled the Barça Hospitality Showroom, an immersive space created to showcase the new VIP experience at Spotify Camp Nou.
The first phase of commercialisation has received a very positive response, with nearly 5,000 seats sold and more than €380 million in committed revenue under contracts of varying durations. In addition, the suites and boxes at Spotify Camp Nou have already been fully commercialised.
This result now allows the Club to move into a new phase of its premium offering, with an even more exclusive model focused on building long-term relationships with customers.
A new VIP Hospitality model
FC Barcelona is now redefining its VIP product with a new proposition based on individual seat licences, exclusivity and long-term commitment. The Club will make the remaining 2,000 VIP seats available to the market through 15- and 30-year contracts, with an upfront payment. Buyers will hold an exclusive licence for a VIP seat at Spotify Camp Nou for the contracted period, together with new associated benefits and services.
FC Barcelona expects to commercialise these 2,000 seats over an estimated period of two and a half seasons. With the introduction of this new model, the previous contracting formula will no longer be available for this inventory.
Legends Global will continue to support FC Barcelona throughout this new phase, bringing its international expertise in the development and commercialisation of premium and hospitality products.
A new dimension to the Barça experience
The new VIP Hospitality model forms part of the transformation of Spotify Camp Nou, which aims to become much more than a stadium: a new ecosystem of experiences that will allow fans and customers to experience Barça in a completely different way.
The new premium proposition combines sport, entertainment, gastronomy, exclusive services and differentiated experiences, with the aim of setting new standards in sports hospitality.
Holders of the new licences will be able to establish a long-term relationship with Spotify Camp Nou through a proposition that places FC Barcelona and the Barça experience at its centre.
The new model reinforces the Club’s commitment to developing a premium and VIP offering that reflects FC Barcelona’s international stature, delivering a differentiated experience both on and off the pitch.
A model that creates long-term value
The new model will enable FC Barcelona to generate a significant increase in revenue at the beginning of the contracts, while licence holders will enjoy the associated assets and benefits throughout the term of their licence.
The Club’s initial forecast is to generate approximately €700 million in committed revenue over the next 15 and 30 years from this inventory of 2,000 seats. The new proposition also represents a significant increase in economic terms compared with the initial projections for the Espai Barça project in the area of Barça Hospitality.
With this new model, FC Barcelona strengthens its proposition in the premium and VIP segment and continues to advance the transformation of Spotify Camp Nou into one of the world’s leading destinations for sports experiences and hospitality.