Soccer stadiums in the U.K. are kicking it up a notch.
A transformation in English is underway, mirroring the lavish perks at American sports venues, Bloomberg reported. For example, with tickets starting at £1,200 ($1,494) per season, fans in Everton FC’s Club View lounge get to mingle with former players while sipping on premium drinks and savoring gourmet food. For an even more exclusive experience, the four-seat Enclosure on Level 1 comes with recliners, personal TVs, and a concierge service—though it’s already sold out.
This shift toward luxury marks a departure from the traditional blue-collar beginnings of English football. However, soaring player salaries and transfer fees are forcing clubs to innovate and rely on match-day revenue to remain competitive by creating high-end, premium experiences for deep-pocketed fans.
“The U.S. sports hospitality market has been traditionally much more driven by more activity going on off-site. In England and wider Europe, it is more driven by the on-site seat quality, traditionally with less access to players,” Paul Caine, president of On Location and IMG Events, a company responsible for organizing hospitality at major sports tournaments such as the FIFA World Cup and the Olympics, explained to Bloomberg.
Teams like Aston Villa FC and Tottenham Hotspur FC offer ticket tiers ranging from modest to ultra-exclusive, catering to fans willing to pay for the ultimate match-day experience. At Chelsea FC, the top-tier ticket holders can even access a “Dugout” area and walk onto the pitch during warm-ups, with prices reaching £12,500 (or $15,805) for a single game.
The Dispensary bar at the new Tottenham Hotspur stadium.
View Pictures/Hufton+Crow/Universal Images Group via Getty Images
Elsewhere, Arsenal FC’s elite Diamond Club provides an ultra-luxe experience for £30,000 ($37,939) annually, with heated seats, a restaurant, and a bar crafted from onyx. This wave of luxurious amenities is spreading across England, with Brighton & Hove Albion planning an expansion that includes a £40 million ($50. 5 million) upgrade to its stadium. “We’re responding to fan demand for elevated experiences,” says Russell Wood, Brighton & Hove Albion FC’s head of commercial.
Architect Christopher Lee, who has designed multiple Premier League venues, believes this trend toward exclusive clubs within stadiums is the future. The £1 billion Tottenham Hotspur Stadium, with its fine dining, on-site brewery, and Europe’s longest bar, exemplifies the new standard. Similarly, Manchester City’s North Stand fan zone, opening next season, will feature high-end restaurants, bars, and even a 400-bed hotel.
With these kinds of perks, maybe Americans will finally embrace the world’s most popular sport.
Authors
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Abby Montanez
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