Every sporting drama needs a stage. It’s these stages that are now a key factor in the economic success of a club and the performance of players. Creatively managed venues also allow the opportunity for additional events and revenues. Lagardère Sports offers the full range of services needed for stadium and arena consulting, management, operation and commercialisation – for sport and entertainment venues across the world.

 

Our approach to stadium and arena solutions spans an entire range of client needs from successfully planning, designing, building, operating and marketing through to management of technical aspects such as pitch maintenance and catering as well as commercialisation including ticketing and events. We even support for finding and training venue staff. Our 360 degree approach helps clients utilise and maximise every cost stream and opportunity for revenue.

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The proof of our capabilities includes the successfully planning, implementation and commercialisation of venues throughout Europe, Asia and South America, including three out of four stadiums in Poland for the UEFA EURO 2012 tournament and seven out of the nine stadiums for the UEFA EURO 2016 tournament in Paris.

Stadiums we currently operate include the Friends Arena in Stockholm and the Groupama Arena in Budapest.

Friends Arena Concert stage

The proof of our capabilities includes the successfully planning, implementation and commercialisation of venues throughout Europe, Asia and South America, including three out of four stadiums in Poland for the UEFA EURO 2012 tournament and seven out of the nine stadiums for the UEFA EURO 2016 tournament in Paris.

Stadiums we currently operate include the Friends Arena in Stockholm and the Groupama Arena in Budapest.

Our Services

Pre-planning Consulting

Preparation allows us to keep clients informed right from the beginning of a project. We prepare and execute initial project analysis, site analysis, SWOT analysis and market intelligence to ensure a project is feasible and follows a strategic approach from the start.

 

Pre-operations

We inspire a confidence in our clients before operations begin. Test events and interim organisation management allows our team to establish organisation and operations as well providing a valuable insight in to how a stadium and arena can be run efficiently.

Design Consulting

Planning and design plays a big part in our services – we review the architectural planning, functional and operational requirements to define optimum capacities according to international benchmarks and required by federations or confederations.

Front of House Management

Based on our international network and local structures as well as creativity and experiences, our front of house teams create, acquire and manage outstanding stadium events to drive profitability of clients’ stadium and arena projects. We facilitate once in a lifetime moments from the moment visitors enter the stadium or arena until the moment they leave.

Financial Consulting

Our teams help with all aspects of economic & financial modeling, including business planning, annual projection of operational revenues & expenditures, projection of commercial rights exploitation, financial blueprint, public private partnerships and risk control.

Back of House Management

We optimize costs through the set-up of efficient back of house services including property and facility management. Our intention in the overall operation and supervision of stadium and arena activities is to keep spending within budget and outsource tasks where appropriate and reasonable.

Construction Consulting

We provide construction supervision which includes ongoing monitoring and guidance of the site, clearance and development of the structure, construction works and structural services, external works and incidental buildings costs.

Marketing and Sales

With the power of our international network and our global experience in marketing and sales, we take care of all stadium-related and club-related rights – connecting brands to the sport, the sport to fans and fans to the brands. We create, sell and activate marketing programs for naming right partners as well as corporate boxes and business seat clients. Our proven track record and first-hand knowledge of local markets also includes leading customer relationship management programs and the development of innovative advertising to boost new revenues streams.

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Our stories

Singapore Sports Hub

The Singapore Sports Hub is one of the largest sporting infrastructure Public-Private Partnership projects in the world. As its exclusive commercial partner, Lagardère Sports manages the marketing and sales of all commercial rights to corporations, including naming rights, sponsorship, advertising, promotions and corporate hospitality.

During its first year of operation in 2014, we were responsible for procuring the venue’s biggest sporting events – including a Singapore v Juventus friendly, a sold-out Japan v Brazil match, the BNP Paribas WTA Finals Singapore presented by SC Global and the AFF Suzuki Cup. Alongside securing 19 long-term partners for the Singapore Sports Hub, we also oversee the National Stadium Club – the region’s first dedicated corporate hospitality membership programme.

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Our stories

Friends Arena, Sweden

With a capacity of up to 65,000, Sweden’s Friends Arena is the biggest multi-purpose stadium in Scandinavia. Attracted by our holistic stadium management expertise, its owners approached Lagardère Sport to take over full operation from 1 January 2015 with a view to improving its financial results and event calendar. Our growing stadium portfolio has enabled us to offer vital synergies in terms of stadium management, marketing and event acquisition and development.

In particular, we have developed and implemented an innovative new hospitality concept, staged events of varied scales from small business conferences through to concerts with audiences of over 60,000 and explored unique advertising possibilities throughout the arena. The future looks good. We forecast increased sponsorship and hospitality sales along with turnover volume of €40 million within ten years.

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Our stories

Independência Arena, Brazil

The local state government and the Atlético Mineiro Football Club were looking for a proven expert with international reach to boost arena revenues. With our huge experience in Stadium and Arena Solutions, Lagardère Sport fitted the bill. Starting in April 2014, we have been working on developing commercial revenue through football hospitality sales and bringing other events to the arena.

We also successfully delivered the venue as a training centre for the 2014 World Cup. The result: a 70% attendance rate for Atlético Mineiro games with over 500,000 people attending games, along with a string of prestigious matches from the Libertadores South American clubs championship, the Brazilian national championship and the Copa de Brasil.

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Our stories

Consulting for Euro 2016

Our unique experience in stadium project management in France and international expertise in stadium issues made us the natural choice when the French Football League was looking for assistance on the stadium dimension of its bid for Euro 2016.

The proactive, creative and project-driven approach we brought to the project helped overcome all the political, legal and financial obstacles to ensure the bid’s success. As a result, France is set to reap huge economic benefits from the competition, along with a lasting legacy of new and renovated football stadia.

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