Nou Mestalla is beginning to take shape — not only architecturally, but also in terms of business strategy. The club has reached an agreement with American company Legends, which will be responsible for managing the expanded VIP area of the new venue.

Strategic partnership backed by world-class experience

Valencia CF is preparing to open a new chapter in its history. Alongside the construction of the new stadium – Nou Mestalla – the club aims to create a modern commercial entertainment hub. An integral part of this vision is a greatly expanded hospitality zone, which, as confirmed by local media, will be managed by American firm Legends.

The agreement between Valencia and Legends is the result of over a year of collaboration, which began with a comprehensive market analysis and a study of fan expectations. Legends was tasked with identifying the types of experiences and amenities the new stadium should offer to attract loyal supporters and business partners alike.

This phase culminated in the decision to award Legends the contract for fully managing the Hospitality area. This area will include over 6,500 seats — nearly 10% of the stadium’s total capacity — primarily located in the central ring at street level. It’s a figure on par with some of Europe’s largest stadiums.

Nou Mestalla will offer nine different premium products, each tailored to different needs — from the most demanding corporate clients to fans looking for exclusive matchday experiences. Available options will include: Open Box, Private Box, Shared Box, Loge Boxes, VIP Platinum, VIP Gold, VIP Silver, VIP Bronze, and Tunnel Club.

Stadium alive year-round

Valencia CF does not want Nou Mestalla to be active only on matchdays. Its partnership with Legends includes plans to turn the venue into a year-round open space. As a result, the stadium will become a place not just for football but also for business, cultural, and entertainment events.

Club officials emphasize that this marks a new way of understanding and experiencing both football and entertainment — not as an expensive venue used twice a month, but as a dynamic center of activity. This is the direction taken by Europe’s biggest clubs, and Valencia clearly does not want to be left behind.

© Fenwick Iribarren Architects / Valencia CF

New revenue outlook

While financial details of the agreement with Legends have not been officially disclosed, reports from ElDesmarque suggest that the club expects to double its revenue from stadium operations. For comparison, FC Barcelona’s partnership with Legends for the revamped Spotify Camp Nou is expected to generate as much as €120 million annually. Valencia’s figure will likely be lower, but still many times higher than the current income from the aging Mestalla.

This marks a major step toward the financial stabilization of the club, which has faced numerous economic and organizational challenges in recent years. If the club’s owner, Meriton, sticks to the construction timeline, Nou Mestalla is expected to open before the 2027/28 season.

© Fenwick Iribarren Architects / Valencia CF

Who are Legends?

Legends is a U.S.-based company owned by investment group Sixth Street. It specializes in comprehensive management of sports and entertainment infrastructure — including design, sales, service, and the development of premium experiences.

Legends has offices in Los Angeles, Dallas, and New York, and is rapidly expanding its European operations. Its involvement in high-profile venues such as SoFi Stadium in LA, AT&T Stadium, and Yankee Stadium attests to its top-tier capabilities. In Europe, Legends already partners with clubs like Tottenham, Barcelona, PSG, and Manchester City — and now, with Valencia CF.