Atlético Madrid


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CenterplateISG have signed a game-changing partnership with Club Atlético de Madrid / El CenterplateISG firmó un acuerdo pionero con Atlético de Madrid

Para leer sobre este proyecto en Español, haz clic aquí

On 5th February 2014, ISG, in conjunction with Centerplate, a specialist stadium food and beverage provider, was appointed by Club Atlético de Madrid to deliver a 21st century fan experience in Atlético’s new 69,000 seat stadium which will open in 2017. Together ISG and Centerplate will form CenterplateISG which will design, sell and manage the VIP box and premium seat experience (covering the best 7,000 seats in the stadium) and the food and beverage service for all customers in the stadium.

Atlético are one of the largest teams in Spain, winners of La Liga in 2013/14 despite strong competition from FC Barcelona and local rivals Real Madrid CF. Atlético are also regular participants in the later stages of the UEFA Champions League, including finishing runner-up in the final in Lisbon in 2014. Atlético’s growing ambition and success will be matched by the new stadium, likely to be the largest and most sophisticated stadium to open this decade in Western Europe.

ISG has conducted extensive market research through our specialist in-house research division, Comperio Research, in order to gain an in depth understanding of the market – this will enable us to achieve our goal which is to ensure that the hospitality areas will not only be world class entertainment facilities but will also offer true ‘Atlético’ experiences that will be statements of the football club’s unique identity and will harness the passion of Atlético’s fans. Comperio Research has identified different potential user groups of the new stadium, and through its proprietary conjoint research and modelling, allowed CenterplateISG to work with the club to optimise the design of the new stadium, to ensure that the significant investment is being directed to the areas where it will deliver the most appropriate fan and customer experience, and to identify, quantify and deliver the optimal return on investment.

The premium experience includes 94 boxes and approximately 5,200 premium seats. The new stadium will also see the introduction of 440 loge box seats, a new concept for the Spanish market to meet the demand identified during market research of the local business community and specifically the large number of SMEs present in the area and interested in sharing in Atletico’s future.

Comperio Research and ISG’s unparalleled track record and expertise in optimising and delivering robust financial projections for premium areas at stadia have been critical in enabling the club to move forwards with the new stadium project, particularly during a time when the effects of the global financial crisis are still being felt across Spain and Europe. This confidence enabled CenterplateISG to make a significant investment into the new stadium project to align our interests with those of the club.

In addition to the full experience in the premium hospitality areas, CenterplateISG will deliver a customised food and beverage service inside and outside the stadium, creating an exciting new fan experience, tailored to Atlético’s fans. CenterplateISG will also manage all the conference, banqueting and exhibition space at the new stadium. CenterplateISG will recruit a local team to market and sell the boxes, VIP seats and non-match day facilities, deliver the food and beverage experience and manage the customer relationships.

The initial agreement between Atlético and CenterplateISG runs to 2037 and CenterplateISG looks forward to delivering a sustainable business model for Atlético, a world class fan experience and long term financial success for the club.

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ISG is the market leader in forecasting and maximising revenue from seating in stadia and arenas, and enhancing the spectator experience. ISG's uniquely experienced senior executive team has been responsible for generating more than $2 billion in revenues at more than 15 projects.