Madrid, 05 February, 2014 - Club Atlético de Madrid is pleased to announce the selection of CenterplateISG, a joint-venture partnership between global leaders Centerplate and International Stadia Group (ISG), to design and manage all food service, premium ticket sales and marketing at their new stadium, currently under construction and scheduled to open in 2016.

For CenterplateISG, this is the first contract in the Spanish market, and will provide unparalleled food and beverage hospitality services to Atlético Madrid fans and proven solutions to premium ticket sales and marketing. The agreement is initially for 20 years. The value of the transaction and revenue-share details will not be disclosed.

CenterplateISG has been working 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.

CenterplateISG will conduct customized market and fan research that will enable Atlético de Madrid to create the ideal mix of hospitality experiences tailored to appeal to a wide variety of fan preferences throughout the stadium. The outputs of that work will include:

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

Through its services CenterplateISG will identify and deliver sustainable revenue streams, providing Atletico de Madrid with stable returns.

“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,” says Andrew Hampel, CEO for ISG.

Atlético de Madrid can rightly claim some of the best football fans in the world, and we are thrilled to design and manage a world-class fan experience for everyone who sets foot inside their new stadium,” says Des Hague, CEO of Centerplate. “We anticipate huge synergies in our joint venture with ISG; 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 believe that this will prove to be the way forward for all sports and entertainment venues.”

“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”, says Miguel Ángel Gil Marín, CEO of Atlético de Madrid.


About Atlético Madrid
Founded in 1903, Atlético de Madrid is one of the great football clubs in Spain and Europe, as attested by its trophies, social mass and competitiveness. Its Trophy Hall displays nine La Liga titles, ten Spanish Cups, one Intercontinental Cup, one Spanish and two European Supercups, two UEFA Europa League titles and one UEFA Cup Winners’ Cup. At present, Atlético de Madrid is living through a great period, after playing in seven finals and winning five titles in the last three years. Atlético’s sporting success would not have been possible without the loyal support of its fans, who number over 64,000 club members, more than 700 fan groups registered in over 25 countries and innumerable followers on various social networks. Learn more about the club online at, or connect with us on Twitter @atleti or

About Centerplate
Centerplate is a global leader in stadium hospitality. Centerplate "Makes It Better To Be There" for more than 115 million guests each year in over 300 prominent entertainment, sports and convention venues across North America and the United Kingdom. Centerplate combines an in-depth knowledge of guests and fans with a proven track record of innovation to create custom food and beverage offerings, facility design and management, menu development, catering, and guest services. Centerplate has provided event hospitality to 30 official U.S. Presidential Inaugural Balls, 13 Super Bowls, 21 World Series, the 2010 Winter Olympic Games, and the largest silver service dinner in history. Learn more about the company online at, or connect with us on Twitter @centerplate or

About ISG
International Stadia Group (ISG) is the market leader in forecasting and maximising revenue from seating in stadia and arenas. ISG and Comperio Research, ISG ‘s in-house specialist stadium research division, have played a key role in enhancing the spectator experience through programmes which combine customized market data and a complementary hospitality environment in over 60 new stadium projects across the world including iconic venues such as Wembley Stadium in London, the Maracanã in Rio de Janeiro, Galatasaray’s new Turk Telekom Arena in Istanbul, Sweden’s new national stadium, the Friends Arena and FC Barcelona’s ongoing work to create a new 105,000 seat home. Visit the company online at or connect with us on twitter @intstadiagroup. 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.


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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