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Club Atlético De Madrid Signs Long-Term Game-Changing Partnership with Centerplate ISG

Club Atlético de Madrid has selected CenterplateISG, a joint-venture partnership between global hospitality leaders Centerplate and International Stadia Group (ISG), to develop and manage all food and hospitality services, premium ticket sales and marketing at their new stadium, currently under construction and scheduled to open in 2016. 

CenterplateISG have also been confirmed as an official sponsor for TheStadiumBusiness Summit 2014.

The agreement is initially for 20 years and it is the first contract in the Spanish market for CenterplateISG.  The value of the transaction and revenue-share details are not being disclosed.

Tailored experience

CenterplateISG has been working in partnership 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, and will provide unparalleled food and beverage hospitality services to Atlético de Madrid fans, and proven solutions to premium ticket sales and marketing.

CenterplateISG plans to conduct market and fan research that will enable Atletico de Madrid to create the ideal mix of hospitality experiences tailored to appeal to a wide variety of fan preferences throughout the stadium.  The findings of the research will be used to customise:

  • Dedicated fan hospitality areas inside and outside the stadium
  • Integrated infrastructure and interior design
  • Customer relationship management programs
  • Menu development

CenterplateISG will identify and deliver sustainable revenue streams, providing Atletico de Madrid with stable returns to allow for future investment in the team and its offerings to fans.

On announcing the appointment, Miguel Ángel Gil Marín, CEO for Atlético de Madrid, says: “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. They deserve nothing less.” 

Huge synergies

Des Hague, CEO of Centerplate, which last year expanded its global reach by establishing a strong presence in the UK sports stadia and hospitality market with the acquisition of The Lindley Group – now operating under the Centerplate name –  adds: “Atlético de Madrid can rightly claim some of the best football fans in the world, and we are thrilled to be part of designing and delivering a world-class fan experience for everyone who sets foot inside their new stadium.

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 anticipate huge synergies in our joint venture with ISG and believe that this will prove to be the way forward for all sports and entertainment venues.”

Andrew Hampel, CEO for ISG, says: “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.

See here for original press release. 

Photo: (from left) Centerplate CEO Des Hague; Club Atlético de Madrid President Enrique Cerezo Torres; ISG Chairman Sir Ronald Hampel; and Club Atlético de Madrid CEO Miguel Ángel Gil Marín finalise deal for the Club’s new stadium.

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