LEGENDS/ASM GLOBAL EXPANDS STRATEGIC PARTNERSHIP WITH FC PORTO IN LANDMARK MULTI-YEAR AGREEMENT
LEGENDS/ASM GLOBAL APPOINTED AS OFFICIAL CATERING SERVICE PROVIDER AT ESTÁDIO DO DRAGÃO
Today, it has been announced that FC Porto has struck a new five-year agreement with Legends/ASM Global, the world’s leading premium live events and experiences company. This marks a significant expansion of the relationship between FC Porto and Legends, with the company now appointed as the club’s official catering service provider at Estádio do Dragão; the first stadium-level contract of its kind in Portugal.
The new deal will see Legends/ASM Global oversee all food and beverage operations at the club, including both general admission (GA) and premium hospitality areas, where the team will introduce a refreshed culinary experience built on innovation, excellence and local authenticity, with the highest standards of quality at the heart of the service for FC Porto fans and guests. The partnership includes both match-day and non-match day events, as well as the training and development of on-site teams.
This growing strategic partnership between FC Porto and Legends will be a critical element in the club’s overall goal to transform all aspects of the matchday experience at Estádio do Dragão. The collaboration builds on the stadium’s reputation as one of Europe’s most modern and forward-thinking venues, aligning FC Porto with Legends’ global expertise in world-class stadiums and sporting events.
Another major milestone for Legends/ASM Global in Europe, the partnership reinforces the company’s commitment to growth and investment across Iberia. FC Porto is now the first club in Portugal to partner with Legends/ASM Global at stadium level for catering services, in a move aligned with the group’s ongoing efforts to elevate hospitality experiences in world-class sports venues.
Chris Bray, Legends/ASM Global President, Europe said, “We are incredibly proud to expand our relationship with FC Porto through this new deal. The partnership not only reflects our shared commitment to innovation and excellence but also signals a major strategic step for our business in Portugal and across Iberia. Having worked closely with the club on future vision, as well as catering and hospitality, this new chapter will allow us to deliver on those ambitions and take the experience at Estádio do Dragão to new heights.”
João Borges, FC Porto Vice President, said, “Together with our associates and business partners, we are committed to developing and continuing to grow the Club. Strategically, the modernization of infrastructures - both in terms of spaces and services - is a key element of our entire plan. The journey of those who visit us must be remarkable, from the moment they enter until the moment they leave any FC Porto facility. To achieve this, in addition to our outstanding internal teams, it is essential to have the right partners. Legends is the partner that brings international-level expertise and knowledge, allowing us to position ourselves at the top of the global experience. This will always be the ambition of the Club and its Administration.”
Legends/ASM Global is a leader in elite sports and entertainment venues across the UK and Europe, with a growing portfolio. The company already works alongside top-tier clubs and venues including Real Madrid CF, FC Porto and London Stadium, as well as major multi-purpose destinations such as Olympia London and P&J Live, and iconic live entertainment venues like OVO Arena Wembley and AO Arena – all of which are recognised for hosting the biggest world-class sports, entertainment and cultural events. Alongside this, Legends/ASM Global oversees F&B operations at nine of the UK’s most esteemed racecourses, ensuring breadth and excellence in premium hospitality on both race days and non-race days.
From football and concerts to conferences and beyond, Legends/ASM Global continues to redefine guest experiences through unmatched hospitality, local insight, and world-class execution.