The Rosario-based club made their grand announcement on June 24, the day that Messi celebrated his 38th birthday. Almost every corner of the stadium known as El Coloso ("The Colossus") is festooned with tributes to club legends. Former Newell's player and coach Gerardo "Tata" Martino, who has the western concourse of the stadium named after him. Messi is once again rubbing shoulders with the late, great Diego Maradona, whose single (and fairly unremarkable) season at Newell's during the early 1990s was enough to have the south stand named after him. PeléBrazil's own footballing royalty, Pelé can also claim to have had a stadium named in his honor in the relatively humble guise of the Estádio Rei Pelé (King Pelé Stadium).