FC Porto is set to advance the second phase of its multi-year stadium modernization project at the conclusion of the current season. The initiative aims to transform Estádio do Dragão into a high-tech, year-round commercial hub, optimizing underutilized spaces and doubling down on autonomous digital infrastructure.
1. The “FC Porto Premium Experiences” Framework
With hospitality seats frequently selling out before the start of each season, the club is significantly expanding its corporate and premium offerings:
- Nine Hospitality Tiers: The club is transitioning from four existing tiers to nine integrated concepts, creating a broader range of price points and luxury levels.
- Year-Round Revenue: Underused areas within the stadium will be reconfigured into new zones capable of hosting corporate partner events throughout the year, not just on matchdays.
- Central East Stand: Development will continue in the Central East Stand to increase its attractiveness for members and premium ticket holders.
2. Digital Transformation and Frictionless Retail
FC Porto is positioning itself as a leader in stadium technology by integrating autonomous systems:
- AiFi Autonomous Bars: Following successful trials, the club will expand the use of AiFi-enabled bars. These “frictionless” stores allow fans to pick up drinks and snacks without waiting in queues or going through traditional payment checkpoints.
- The “Super App” Vision: To unify its digital ecosystem, the club has announced plans for a Super App. This single interface will integrate ticketing, membership, and the upcoming Hospitality App, designed specifically for corporate partners and VIP guests.
3. Operational and Infrastructure Upgrades
Phase one of the modernization already improved the stadium’s backbone, which phase two will build upon:
- F&B Enhancements: A central kitchen and satellite kitchens have been installed to professionalize the food and beverage services.
- Smart Lighting: A modern, energy-efficient lighting system was implemented in the initial phase, paving the way for further sustainable infrastructure upgrades.
- Modern Ticketing: The launch of the bilhetes.fcporto.pt platform and a new Member Portal has already streamlined how fans access the “Dragão.”