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Stadium investments still going strong

By Pete Hayman    22 Jul 2008

A PricewaterhouseCoopers report has revealed that more than £3bn is to go into regenerating sports stadia across the UK.

The plans include increasing spectator capacity and expand the range of facilities at stadia over the next decade.

The report - From Dressing Rooms to Conference Rooms: the risks and rewards in funding sports stadia - looked into the long-term effects of stadium development on both attendance and performance.

Julie Clark, head of sport at PricewaterhouseCoopers, said: "Since the founding of the Premier League there has been almost 20 per cent growth in capacity at English football stadia in the top three leagues.

"Success for many of these teams is linked to their impressive venues and increased attendance rates. The rewards of stadium development are not restricted to the Premier League, and have been experienced by other sports such as rugby, cricket and horse racing."

The report considered growing trends in both public sector developments, or partnerships between the private and public sectors, and the sharing of new stadia by two tenants. One such example of both trends is the Liberty Stadium in Swansea, home to Swansea City FC and the Ospreys rugby union side.

Another emerging trend is the emphasis placed on corporate facilities.

"While the quality of spectating has improved, there has been an increased provision of premium seats with a wide range of prices and options marketed to a variety of corporate customers and wealthier fans," said Clark. "Seats in boxes or club seats can account for up to 15 per cent of total capacity at new stadia and are also a source of enhanced revenue.

With new stadiums also looking to target non event day revenues such as conferencing and banqueting, Clark added: "By providing a range of facilities for sports spectators, corporates and local communities, the benefits of the new stadium business models are being enjoyed by both the club and the community, as new jobs are created and the profile of the locality is raised."

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