A global phenomenon of football nostalgia
FC Barcelona has found a new way to connect with its fans through its legends team, known as the Legends. This group, made up of former players who have made their mark in the club's history, embarks on international tours that not only fill stadiums but also create an emotional bond with supporters. The latest stop was in Seoul, where iconic figures such as Sergio Busquets, Jordi Alba, and Javier Mascherano joined the celebration.
As the team prepares for its match against Liverpool, the excitement is palpable. This event is not just a sporting encounter; it is a celebration of shared memories and emotions. Fans have the opportunity to see their idols in action once again, albeit in a different context. The demand for these matches has grown exponentially, with tickets sold out in cities like Tokyo and Mexico.
Carlos Prida, head of football at NSN, the promoter behind these events, highlights that interest in Barça legends surpasses that of other European clubs. “Europe is not a market for this product,” Prida states. Instead, Asia and America are fertile territories where Barcelona's legacy remains alive and vibrant.
This season, six of the twelve matches played by the Legends were against Real Madrid. The most attended match took place in Guadalajara (Mexico), where 44,678 spectators watched Barça defeat Madrid 2-1. These numbers reflect not only the appeal of the event but also the club's ability to mobilise crowds around its brand.
Under the direction of Chapi Ferrer since 2016, the project has evolved significantly. Ferrer has worked to unify activities related to the legends and give them a formal structure within the club. “Our project is very serious,” Ferrer asserts, also mentioning that many players wish to participate in these tours.
However, these matches go beyond the financial aspect; they also foster a sense of community between past and present generations. Activities such as open training sessions or visits to academies allow players to interact directly with fans, creating a unique connection that is rarely seen with current players.
One of the most emotional moments will be when father and son play together for the first time: Carlos Busquets and Sergio Busquets will share the field representing Barça in Seoul. This experience encapsulates what it means to be part of the culé legacy: family unity and a shared passion for football.
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