The club provide one of the most modern and exciting fan experiences on an international scale

Last Sunday, Sporting Clube de Portugal opened the doors of the Estádio José Alvalade 2.0 to members and supporters for the first time. The multiple renovations already completed at the stadium, as well as those planned for the near future, combine history, comfort, and technological innovation.

Museum: Living Memory in Version 2.0

The new Museum is one of the flagship projects of Alvalade 2.0. It combines culture, art, sports, and technology and is based on a minimalist gallery concept, designed so that each piece "breathes" and captures the visitor's attention.

On matchdays, the spacious area transforms into an exclusive Lounge with a 576 person capacity. Guests can enjoy a meal surrounded by the most iconic trophies won in the past 120 years. A dedicated cultural schedule is also planned soon, reinforcing the space's versatility and modernity.

The tour of the new space is sequential and chronological, recognising club founders, José Alvalade and Visconde de Alvalade. Grandson and grandfather occupy a central place in the renovated Museum, alongside Antonio and Francisco Stromp -major figures in both national sports and the club.

Highlights of this area include the first kit worn by the club -an all-white outfit—and the Stromp shirt, which succeeded it two years later. Also on display are the first trophy won by Sporting CP and the first original banner, with the club emblem embroidered by José Alvalade's sisters.

The second zone is dedicated to the ‘Era Dourada’, which began with the emergence of the unforgettable Cinco Violinos and culminated with the historic European Cup Winners' Cup triumph in 1964. The team led by Anselmo Fernández, which won the final against MTK Budapest thanks to the "Cantinho do Morais" goal direct from a corner kick by João Morais, is forever immortalised.

As is Fernando Peyroteo, still the holder of the best goal average in Portuguese football, represented in a photograph with the famous Taça Monumental "O Século" in his arms. Sporting CP were the only team to win the beautiful, gigantic trophy, doing so twice.

Also on display are all the national titles won by the men's and women's football teams, in addition to the highly regarded Taça Teresa Herrera.

Ballon d'Or and Eternal Symbols

The Ballon d'Or area, dedicated to Cristiano Ronaldo and Luís Figo, echoes as a demonstration of the strength of the club’s youth academy. Sporting CP are the only club in the world with two homegrown stars to win the award for the best player in the world, and they are honoured in this new era.

Fans will also be able to learn about the achievements of Hector Yazalde and Mário Jardel, goalscorers who won two Golden Boots while playing for the club. That is in addition to Cristiano Ronaldo's four such honours.

The tour closes with the legendary Lion of Gate 10A, which began life at the Rua do Passadiço headquarters, made its home at the former Estádio José Alvalade, and now accompanies this new generation.

Complementary to the tour, the Sporting Experience app offers additional content, augmented reality, and 360º videos, reinforcing the technological dimension of the project.

Emerald Lounge: Exclusivity and comfort

Another highlight of the renovation is the addition of the Emerald Lounge, located on the second floor. The concept replaces the old boxes with a semi-open space, inspired by international experiences such as the one offered at the Las Vegas Sphere Stadium.

With a capacity of 280 people, the Emerald Lounge offers à la carte food service, a welcoming atmosphere on matchdays, and access to Emerald Seats and Loges – renovated seating options that guarantee a unique setting for the game, excellent comfort, and the best view of the pitch.

Stadium: Modernity and Proximity

The renovations extended to the tunnel. The technical area also underwent a striking transformation, and, as fans present at the match against FC Arouca witnessed, the teams now ascend via two side staircases aligned with the pitch, which lead directly to the substitutes' benches.

Taking advantage of the space gained by the removal of the pit, these seats were moved back and are now positioned much closer to the stands – where, incidentally, VIP Pitch Row emerges as another unique innovation in Portugal: 28 premium seats next to the players' entrance, sold on a game-by-game basis, provide an unforgettable experience.

The goal behind these changes is to bring fans even closer to the action, enhancing fan engagement and experience. The game against FC Porto will have 2,000 new seats installed in the three extra rows that the stands gained due to the absence of the pit and the lowering of the (hybrid) pitch, which received a top rating from Liga Portugal after the match against Arouca. This is in addition, of course, to the Lion Seats, which were first introduced there, granting members access to a multitude of benefits.

The rings for fan circulation, which underwent previous renovations, have been aesthetically updated, providing a more comfortable entry experience to Alvalade, with state-of-the-art turnstiles. Sporting CP were the first club in Europe to offer digital tickets available through a wallet.

Looking to the Future

The message shifts from a secure present to a future even more aligned with the club's greatness: the second floor, currently occupied by boxes from a previous generation -the Silver Box- will also be completely renovated. There, a second lounge will appear, replicating the successful model applied on the opposite balcony.

With this ambitious renovation, Estádio José Alvalade 2.0 establishes itself as a space for memories, innovation, and the future, prepared to welcome fans, partners, and visitors with the hallmarks of modernity and the club’s identity.