PRODUCTS & SERVICES BRANDING
Revitalize, not rebuild: Why rejuvenating
existing infrastructure and branding is a costeffective
method to updating sports venues
The data for this revitalization of Spanish
stadia, according to La Liga and Nielsen,
shows that attendance at these venues
increased by an average of 32%. In some
cases, the increase in the number of fans
coming to the ground increased by 50% in
the year following the work.
The newly created VIP areas have always
been a great success, in most cases being
sold even before their completion.
Furthermore, the ROI saw exponential
increases of over 1000%. These are figures
which attract numerous sponsors and, in
turn, increase club profits.
The results are, therefore, very similar
between the construction of a new stadium
and a revitalization. However, the investment
for each case is very different. In the case of
a rebranding/revitalization, the return on
investment is estimated to be in the region
of just one to three years, depending on the
extent of project carried out.
With these facts and figures it may help
team owners choose the best course of
action when they are deciding whether or
not to build a new stadium.
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www.stadia-magazine.com March 2020 63
When sports venues are
unable to meet modern
demands it often becomes
necessary to build a new
structure. This is a challenge,
which requires sourcing funds and can bring
into question potential return on investment,
with the vast majority of projects requiring a
significant financial outlay.
However, in most cases, stadium
renovations have nothing to do with capacity
and size, but rather they’ve become
outdated, which has drawbacks when it
comes to increasing commercial investment.
In these situations, instead of teams moving
stadium or embarking on a full rebuild, an
attractive alternative is to carry out a partial
or complete rebranding. A facelift and a new
look can modernize the club’s image,
generate new income, as well as engaging
with fans and motivating players.
This rejuvenation of a stadium has been
the choice adopted by many soccer clubs in
Spain’s La Liga. These include Valencia CF’s
Mestalla Stadium, Sevilla FC’s Ramón Sánchez
Pizjuán Stadium, and Real Betis’ Benito
Villamarín Stadium. The list continues with
Levante UD, RC Celta, RCD Espanyol de
Barcelona, RCD Mallorca, CA Osasuna, Málaga
CF, and SD Huesca. These branding projects
are also carried out with new stadia, such as
Atletico de Madrid’s Wanda Metropolitano.
On each of these occasions, Molcaworld,
which provides a strategic service to
transform sports arenas, was trusted with the
part or complete revitalization of the
stadium, always staying true to the history
and DNA of each individual club.
The creative process
Following an analysis of the stadium,
Molcaworld’s team of designers and
architects create a concept and manual for all
of the areas, generating commercial income
through the conceptualization of new VIP
experiences, analyzing and distributing the
sponsorship commercial pyramid, the press
room, or the mixed zone. Fan engagement is
also generated with a redesign of the stands,
exterior façade, or interior public concourses.
Another important aspect that is studied is
player motivation, where redesigning areas
such as the locker rooms and player tunnel
can play an influential role.
On many occasions, the implementation
of this new image is carried out in phases,
according to the club’s budget availability,
something which is highly advantageous in
terms of planning.
Molcaworld is responsible of all aspects
of the project management to ensure the
correct development of the new image
being generated by their architects and
Sevilla FC modernized its,
home stadium with a new,
exterior and bolder branding,