BEST FOOTBALL CLUB STADIUM EXPERIENCE
Arsenal FC
Arsenal Football Club, Emirates Stadium Tour
In 2024, Imagineear and Arsenal teams decided to create a self-guided tour that responded to the way football is digested today across a host of media platforms: A self-curatable, dynamic and exciting visitor experience for Arsenal fans and non-football fans alike, and of any age.
Aston Villa FC
Aston Villa has redefined stadium hospitality with the transformation of Villa Park, positioning it among Europe’s premier football venues. Celebrating the club’s 150th anniversary, the redevelopment was driven by a “food-first” philosophy, ensuring a world-class matchday experience.
Villa Park’s hospitality facilities were outdated, limiting both fan experience and commercial potential. The club overhauled 2,000sqm of hospitality space, upgrading infrastructure, kitchens, and back-of-house areas to deliver premium dining experiences. Collaborating with catering partner Levy, Aston Villa introduced a diverse culinary offering, from gourmet casual dining to seven-course tasting menus. Unique spaces like The Cells, converted from historic prison cells, add character and accessibility.
Beyond hospitality, Villa Park’s redevelopment introduced 3,500 safe-standing rail seats for an electrifying atmosphere, a vibrant fan zone for 1,500 supporters, and a next-generation retail store integrating digital and physical shopping. Sustainability and inclusivity were key, with eco-conscious packaging and accessible hospitality options.
The results have been outstanding—hospitality revenue more than doubled, capacity expanded by 45%, and fan satisfaction soared. Aston Villa’s investment has not only elevated matchdays but transformed Villa Park into a landmark destination for sport, entertainment, and community engagement.
Birmingham City FC
Context: Knighthead invested in Birmingham City in July 2023. The goal was to breathe life into the Club after more than a decade of stagnation and decline. To win on the pitch we need to win off it with increased fan engagement and an uplift in revenues across every part of the business.
Challenge: To create a moment that would continue to rebuild trust with fans; install belief that the ‘Comeback would be great than the setback’ if the Club were relegated from the Championship; launch St. Andrew’s @ Knighthead Park naming rights deal that generated global social media interest.
Solution: Deliver a moment for fans to be proud of; link with iconic Blues fans UB40 and tell a story of longevity and excellence; make our fans say ‘wow, that was unbelievable’.
Results: A global news story; social media conversations helped hit target of 600m organically generated media impressions which is worth £3m to the Club as part of the Knighthead naming rights deal; significant generated from the event; positive fan sentiment that delivered record 2024/5 ST sales and retail revenues (despite relegation); cited by fans as memorable, a reason for excitement for what is happening at the Club.
Fulham FC
The Riverside is Fulham Football Club’s new world-class riverfront destination at Craven Cottage, taking matchdays and the fan experience to a whole new level.
Fulham Football Club, London’s oldest professional football club, embarked on the challenge to develop its iconic and much-loved home, Craven Cottage.
Located on the ground floor of The Riverside, the general admission space features a contemporary designed, state-of-the-art concourse akin to a food market, with access maximised by using the outdoor river walk to create a seamless indoor and outdoor experience.
Objectives for The Riverside on matchday are to utilise and bring the space to life by creating a vibrant and exciting experience, welcoming existing fans and new guests, helping to generate a new matchday culture within Craven Cottage.
Each and every matchday, the fan experience is elevated through live music performances, player appearances and meet and greets, exceptional food and drink offerings and surprise moments to keep guests entertained. With a noticeable increase in earlier arrivals, repeat visits and supporters staying late after the match, The Riverside will continue to inspire and entertain!
Heart of Midlothian FC
The Best Stadium Experience – Tynecastle Park
With 2024 seeing the completion of the Main Stand Redevelopment Project, Heart of Midlothian has experienced a groundbreaking year at their Edinburgh home. With a brand new boutique hotel now open, they are seeing people from all over the world – as well as local fans – enjoying Tynecastle every day, not just on a Saturday. Sold out hospitality and sold out season tickets show that Tynecastle Park is offering the best experience it ever has. With the addition of new big screens all over the stadium they’re now communicating directly with every fan on a matchday, enhancing everyone’s experience from the minute they arrive to the minute they leave.
Huddersfield Town AFC
We’re proud to submit Huddersfield Town’s ‘H Town’ supporter bar into the Best Stadium Experience category of the 2025 Football Business Awards!
The arrival of the Club’s first owner based outside the UK in summer 2024, Mr Kevin M. Nagle, signalled a renewed emphasis on improving the match day experience for our supporters, underpinned by a significant multi-million-pound investment in the Stadium and its facilities.
One of the first projects executed at the start of the 2024/25 season was the conversion of an unused space behind the Stadium’s ‘Terriers Together’ stand into a 700-capacity sports bar, developed in consultation with Huddersfield Town supporters with the aim of providing a pre-match, post-match and non match day destination for supporters to gather, eat, drink and live!
Tottenham Hotspur Football Stadium
Tottenham Hotspur Football Stadium – London’s world-class visitor attraction.
Winner of the Trip Advisor Traveller’s Choice Award for 5 years in a row and at the heart of a £1billion sport-led regeneration of North Tottenham, Tottenham Hotspur Football Stadium is a must-see for domestic and international visitors alike.
The stadium’s Visitor Attractions have developed a multitude of experiences, including 6 Stadium Tour options, The Dare Skywalk, The Dare Skywalk Edge, and F1 DRIVE, London: the world’s first official F1 Karting experience.
