The club’s VIP Corner puts spectators right next to the action in a manner more commonly seen in the US basketball league.
Ideal for sponsors, partners and fans alike, this unique initiative delivers premium services and catering, conference opportunities.
Miami, Fla. (May 31, 2019)
The sight of VIP guests sitting courtside in the NBA is a familiar one, but it is far less common in the world of football. However Spanish football side Real Club Deportivo Mallorca is changing that with its own uniquely crafted VIP offering that puts spectators as close as possible to the pitch of its Estadi de Son Moix stadium.
The Balearic Islands team thought of the concept after visiting the United Ststes and taking in an NBA game at the home of the Phoenix Suns. Mallorca officials remarked about the fact that VIPs at games of US sports leagues are brought closer to the action, instead of being only offered a luxury box high up in the stands. “The VIP area concept is to be close to the field, where you can have a different, closer experience, smell the grass and follow everything that happens in the game,” Maheta Molango, RCD Mallorca’s CEO, remarked. This transforms the match day experience for those in this section.
The VIP Corner at Real Mallorca has room for about 20 people placed in a luxury area on the running track that surrounds the pitch, where they are offered catering, such as freshly made pizzas, and even beverage service during the match. “We wanted to turn our athletics track into an opportunity” explained Molango. “It has had a great reception from our fans.”
The goal of the VIP Corner is to offer a sense of exclusivity and a unique experience. A ticket in the VIO Corner also provides extra value. At the end of the game, the VIPs are treated to priority entry to what the club calls “the third half.” This is a meet and greet event where they can chat with the players and coaching staff and complete their memorable day with autographs or photos.
The results over the two years since its inception have been very positive. “We first implemented this initiative two years ago, testing it in the Second Division B and the numbers were very good,” Molango noted.
The club offers the VIP Corner to its corporate sponsors. “We have two types of clients, those that buy seats individually and companies that use VIP Corner as an opportunity to do business and to entertain customers and employees. Some companies buy the whole VIP Corner for exclusive use during a match. The feedback has been very positive here. People appreciate the creativity and originality that they have not seen in other football stadiums.”
Added Value To Partners
One of the positive attributes of having a stadium element like the VIP Corner is that is can be used even when there is not a football match taking place.
“It is also used for corporate events during other days,” revealed Molango. “It’s a perfect place to hold corporate events, from networking to business conferences, training courses, colloquiums and end-of-the-year events, among others.” Adjacent to the VIP Corner is a large indoor room which is attached to the club’s press room. This can also be used to ensure the club is maximizing revenue potential at the stadium throughout the year.
Mallorca receives millions of vacationers annually and the opportunities this initiative presents makes perfect sense in the eyes of Molango and create clear opportunities for the club’s partners. “We aim to take advantage of the 15 million tourists who come to Mallorca every year,” he said. “One package that we offer allows the VIP fans to be collected at their hotel by a driver, they see the game in the VIP Corner, they take part in “the third half” and then they have the option to choose one of our partner restaurants and be transported there by our driver. With this experience, the visitor can a plan for the whole day. We’re also helping sponsors to show off their product, which is something they value a lot.”
As if this writing, Mallorca sit 5th in the table in the Spanish second division, La Liga 123, and are in position for the promotion playoffs for a spot in La Liga. Promotion would only increase the value of the VIP Corner.
Football fans and visiting businesses alike now have another reason to visit the Islas Baleares. Initiatives such as these demonstrate how ideas from different sports and even different countries can lead to innovations that present a fresh take on the match day experience.
Informació en Catalá:
L’Estadi de Son Moix és un recinte esportiu situat a la ciutat de Palma construït amb motiu de la celebració de la Universiada 1999 a Palma. És l’estadi és on disputa els partits el RCD Mallorca des de l’any 1999, ja que el club té un acord amb l’ajuntament de la ciutat per a la seva explotació amb finalitats esportives per un període de 50 anys. L’estadi està situat en el Camí dels reis s/n
Té capacitat per 23.142 espectadors i té unes dimensions de 105 x 68 metres. L’estadi disposa de 2000 focus de llums, zona de premsa de 150 metres quadrats i capacitat per albergar uns 300 periodistes. La zona d’aparcaments disposa d’1.500 m² per a unitats mòbils de televisió, 40 places per a premsa i 2700 per a públic en general.
The Son Moix Stadium is a sports center located in the city of La Palma built to celebrate the Universiada 1999. It is the home stadium of RCD Mallorca since 1999. The club has an agreement with the city council for use for a period of 50 years.
As seen in La Liga Newsletter, April 23, 2019