MUSEO LEGENDS: The Home of Football

What MUSEO LEGENDS: The Home of Football does

LEGENDS: The Home of Football is a single-venue immersive football museum located at Cra de S. Jerónimo 2, adjacent to Puerta del Sol in central Madrid, Spain. Founded in 2019 and operated by Fever Labs Inc., the museum occupies 4,200 m² across six floors and showcases a curated collection of over 600 iconic football artifacts — including legendary shirts, boots, trophies, and personal items — spanning from 1916 to the present day. The experience layers the physical collection with immersive technologies: a dedicated VR gaming area (featuring a recreation of Maradona's famous goal), a state-of-the-art 4D cinema covering World Cup history and iconic stadiums, holographic projections, and interactive screens distributed throughout the venue, with an average visit duration of approximately 120 minutes.

The core offering is a single museum product, monetized through tiered entry tickets (General, Family, Guided Tour, Legend Tour) starting at €22.90, plus gift cards and on-site + online LEGENDS-branded merchandise. Distribution is concentrated on the Fever mobile app and website, with secondary sales at the venue box office and a dedicated commercial inquiry channel for groups of 10+, corporate events, and school visits. The target customer base is mass-market: Madrid tourists, football enthusiasts, families with children, and B2B groups. The company employs 15 people and leverages temporary exhibitions (e.g., the Iker Casillas showcase) as a content refresh mechanism to drive repeat visitation. Marketing relies on the Fever ticketing platform, Instagram (@museolegends), the corporate website, and Fever's influencer/earned-media program.

The business model is straightforward venue economics: one-time ticket revenue supplemented by per-visit retail, with B2B group bookings as a higher-value secondary stream. There are no disclosed funding rounds, M&A activity, or revenue figures in the source data, and growth visibility is constrained by the single-location footprint, dependence on Madrid tourism seasonality, and tight integration with the Fever operating and distribution ecosystem.

Name

MUSEO LEGENDS: The Home of Football

Legal name

Fever Labs Inc

Website

https://legends.football

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

LEGENDS: The Home of Football is a 4,200 m² immersive football museum in central Madrid near Puerta del Sol, operated by Fever Labs Inc., featuring 600+ memorabilia pieces, VR, 4D cinema, and holographic displays for tourists, families, schools, and corporate groups.

Ownership category

akta.pro rank

Product category

Immersive Sports Museum

NAICS

Museums (712110), Museums (71211), Gift, Novelty, and Souvenir Retailers (459420)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro industry

PRIMARYTHAJADAF

Specialty Museums (e.g., Maritime, Aviation, Sports, Music, Film)

Travel & Hospitality/Tours, Attractions & Experiences/Museums, Galleries & Cultural Institutions

SECONDARYCRALAJAG

Museum, Zoo & Attraction Gift Shops

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Gift, Novelty & Souvenir Retail

SECONDARYCRAMAOAC

Game-Used & Match-Worn Memorabilia Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Sports Collectibles, Fan Gear & Licensed Merchandise Retail

Keywords

• Immersive museum experiences
• Football memorabilia exhibits
• Virtual reality attractions
• Interactive cinema experiences
• Cultural tourism venues

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Infrastructure, Personnel, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Museum Entry Tickets: One-time admission fees for museum access. Tickets are sold through the Fever platform (web and app), at the venue box office, and via group bookings for 10+ people. Various ticket tiers include General, Family, Guided Tours, and Legend Tours.
2. Gift Cards: Prepaid gift cards available for purchase, serving as an additional revenue stream and gifting option for visitors.
3. Merchandise and Souvenir Sales: On-site retail store selling football-related products and LEGENDS-branded merchandise at multiple points throughout the museum and at the official store at the end of the experience.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

LEGENDS: The Home of Football operates an immersive football museum spanning 4,200 m² across six floors in central Madrid near Puerta del Sol. The venue displays 600+ authentic iconic pieces (jerseys, boots, trophies, memorabilia from 1916 to present) combined with proprietary immersive technology including a virtual reality Game Area, a 4D cinema showing World Cup and stadium history, holographic displays, and interactive digital screens throughout the visitor journey. The core product is the museum visit experience, supplemented by temporary themed exhibitions, guided tours, group bookings, corporate events, school programs, gift cards, and on-site branded merchandise.

Product overview

LEGENDS: The Home of Football is a single immersive museum product offering a comprehensive football experience in Madrid's Puerta del Sol. The core offering is the museum visit itself, distributed across 4,200 m² on six floors, featuring a historical collection of 600+ pieces, immersive technologies including VR and 4D cinema, and temporary exhibitions. The product is supplemented by add-on services including guided tours, group visits, corporate events, school visits, and a retail store. Tickets are available through the Fever platform with various tiers including General, Family, Guided Visit, Legendary Visit, and Group options.

Differentiator

Problem solved

Functional benefit

Products and services

• LEGENDS: The Home of Football Museum Experience An immersive football museum experience in central Madrid featuring 600+ authentic memorabilia pieces, VR Game Area, 4D cinema, holographic displays, interactive screens, and temporary exhibitions. Designed for tourists, football enthusiasts, families, and groups visiting Madrid.
• Group Visits

Quantifiable outcome

• 120-minute average visit duration
• +1 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Fever Labs InccoreChannel Partner/ Reseller/ DistributorFever serves as the primary ticketing and distribution platform for museum entry tickets. Visitors can purchase tickets exclusively through the Fever app (iOS and Android) or website. Fever handles ticket management, QR codes, and booking confirmations. The partnership positions the museum within Fever's entertainment discovery and booking ecosystem.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• FIFA Museum: Zürich-based museum dedicated to the history of world football, exhibiting trophies, memorabilia, and interactive experiences. Directly comparable as a specialty football museum monetized through ticketed visitor experiences.
• FC Barcelona Museum (Camp Nou Experience): Club-affiliated museum at Spotify Camp Nou showcasing FC Barcelona's history, trophies, and memorabilia. Closest direct competitor given shared Spanish market, football-museum positioning, and tourist audience.
• Manchester United Museum & Tour: Museum at Old Trafford covering Manchester United's history with trophies, memorabilia, and stadium access. Directly comparable football club museum experience targeting international tourists.
• Liverpool FC Museum (The Liverpool FC Story): Museum at Anfield chronicling Liverpool FC's history with trophies, memorabilia, and immersive exhibits. Comparable football-themed museum monetized through tourism and fan engagement.
• Santiago Bernabéu Tour: Real Madrid's stadium tour and museum experience in Madrid, featuring trophies, memorabilia, and behind-the-scenes access. Direct head-to-head competitor in the same city and category.
• AC Milan Casa Milan Museum: Museum at Casa Milan featuring AC Milan and Inter's trophy collections and football memorabilia. Comparable club museum monetized through tourism and event space.
• Juventus Museum (J Museum): Museum at Allianz Stadium in Turin chronicling Juventus's history with trophies and memorabilia. Comparable club-affiliated football museum with tourist ticketing.

Emerging players

• Meow Wolf: US operator of large-scale immersive art installations combining physical sets with interactive and multimedia technology. Comparable business model of monetized, technology-enabled immersive environments targeting tourists and families.
• Frameless: London-based immersive art venue combining projection mapping, audio, and interactive technology. Comparable as a ticketed, technology-driven immersive experience competing for tourist dwell time in major cities.

Broad incumbents

• Madame Tussauds: Global chain of wax museums offering immersive, figure-based attractions in major cities. Comparable as a destination museum monetized through ticketed tourist experiences with rotating themes and merchandise.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/museolegends
• LinkedInlinkedin.com/company/legends-the-home-of-football

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MUSEO LEGENDS: The Home of Football