LEGENDS, the world’s largest football museum, and LALIGA Twentynine’s unveiled in Riyadh


LEGENDS and LALIGA Twentynine’s gastronomic and sports concept have officially landed in Riyadh, bringing an unprecedented fusion of sports, gastronomy, and culture to the heart of Saudi Arabia. The initiative is proudly launched in collaboration with SELA, and the General Entertainment Authority, (GEA), heralding a new era for sports enthusiasts and culinary fans in the region.

The grand opening event featured the presence of high-ranking representatives from SELA, the General Entertainment Authority, along with Javier Tebas, president of LALIGA, Marcelo Ordás, president of LEGENDS, and two LALIGA Ambassadors and legends of world football: Luis Figo and Ronaldo Nazario.

LEGENDS has landed in Riyadh, in Boulevard City, the largest entertainment centre in Riyadh, offering visitors an unparalleled footballing experience. Situated on the Boulevard City, the venue hosts an extraordinary collection of football memorabilia and artifacts from iconic players around the world. Notably, the collection includes historic football jerseys worn by legends of the game such as Pelé in the 1970s, Maradona’s 1990 World Cup jersey, the shirt Lionel Messi wore in the 2022 World Cup against Saudi Arabia, the No. 10 shirt Saudi Arabia star Salem Al-Dawsari’s wore in that same match, and Bobby Moore’s World Cup 1966 jersey.

LEGENDS is a 2,500m² space showcasing the history of competitions such as the Champions League, World Cup, Olympic Games, Copa America, European Championships and LALIGA, accompanied by state-of-the-art technology, immersive experiences, and interactive technologies, creating an exciting experience for the entire Middle East.

Visitors can immerse themselves in the world of football with interactive exhibits, augmented reality experiences, and technological showcases, featuring a 4D Cinema and exhibition halls.

LALIGA TWENTYNINES unveiled: A new gastronomic and sports concept.

One of the crown jewels of this agreement is the LALIGA TWENTYNINE’S restaurant, which is also located in Boulevard City. LALIGA TWENTYNINE’S represents a groundbreaking concept in the world of gastronomy and sports, bringing fans together with a unique and quality-driven experience.

LALIGA TWENTYNINE’S offers a complete and multi-disciplinary entertainment experience that goes beyond live sport and includes cutting-edge technology, including virtual reality and 3D audio. It will combine gastronomy, events, eSports, and technology experiences in the space in which visitors can take part in eSports, prize draws, raffles for unique experiences such as traveling to Spain to watch a LALIGA EA SPORTS match and meet with Ambassadors. Visitors will also be able to watch other major competitions from around the world, not just football, 365 days a year.

Oscar Mayo, Executive Director of LALIGA, said: “When we at LALIGA first learned about LEGENDS, we immediately knew it was a project that needed to be taken to the entire world. Following the successful launch in Madrid, taking the next step by opening this second branch in Riyadh, where it will reside for the next 15 years, is a remarkable achievement.

“This new opening solidifies the project’s success and global reach, establishing LEGENDS as the reference for football memorabilia worldwide. We are confident that more countries will join in the coming months and years.”

Marcelo Ordás, President of LEGENDS, added: ” We received requests and offers from all around the world for our second LEGENDS Experience. Ultimately, we chose Saudi Arabia, embracing all the football enthusiasts in the Middle East who have a deep passion for the beautiful game”.

LEGENDS, The Home of Football, presented by LALIGA, is a collaborative effort between LEGENDS, LALIGA, and UEFA, with the support of FIFA, CONMEBOL, the International Olympic Committee (IOC), and several renowned figures from the world of football. Part of the collection, which overall includes over 5,000 items, is now on display in Riyadh with an exhibition of 200 pieces, and there are plans to introduce the remaining items to new spaces across the globe in the coming years.

There is currently one other museum located in Madrid, Spain, that displays 600 items from this prestigious collection.

LEGENDS and LALIGA Twentynine’s gastronomic and sports concept are poised to transform Riyadh into an emerging hub for sports, culture, and entertainment. The collaboration between LALIGA, SELA, and the General Entertainment Authority underscores a shared commitment to nurturing a vibrant sports and entertainment landscape within the Kingdom of Saudi Arabia.

Over 80% of the population in Saudi Arabia is interested in football, making it by far the sport with the most fans, and the deal will provide LALIGA with fresh new ways to expand its brand and reach new audiences in a market where in recent years it has been particularly active in combating the threat of piracy, a primary threat to the sports industry.

LALIGA is an advocate of knowledge sharing between football’s rich patchwork of stakeholders to increase the popularity of the sport around the world. Through this partnership, LALIGA takes another step with entertainment and culture with key leaders in the MENA region that go deeper into the local market, an undertaking and level of commitment unprecedented among sports competitions.

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