Atlético Madrid director of operations: “Our challenge is giving everyone the product they want at the price they can afford”

After retaking control of its VIP operations, the Spanish club now make 30 per cent of their ticketing revenue from 8 per cent of the stadium capacity. The club had to break out of a 20 year contract to fulfil the revenue potential they believed in.
Fernando Fariza, Atlético's director of operations and exploitation, says the club aims to manage three points of a "triangle" strategy: maximising revenue, maximising occupancy and ensuring an exciting atmosphere.
Why it matters: VIP fans and corporate sponsors demand a variety of hospitality options and clubs face a fight to stand out from rivals and secure a share of this lucrative market.
The perspective: While the income from corporate hospitality is important for clubs, Atlético and others must balance their VIP offering with remaining attractive and affordable for loyal supporters.

When Atlético Madrid moved from the Vicente Calderón Stadium into the stunning Wanda Metropolitano in 2017, club executives saw an opportunity to "radically" upgrade their corporate hospitality offering.

"In the Calderón we had some VIP areas, a few, but we couldn't offer a good service," Fernando Fariza, Atlético's director of operations and exploitation, tells Off The Pitch in an interview.

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