Craven Cottage Renovation

The world of football has undergone significant changes thanks to technology. But the pitch is not the only place where changes are happening. Stadiums have also evolved significantly over the years, providing fans with more interactive experiences and closer views of the pitch, where all the action happens.

However, that's not all. Renovations and stadia fit-outs like the Riverside Stand at Craven Cottage have shown that stadium management is also capitalising on their real estate, providing punters with top-of-the-line services and facilities that are open to the public 365 days a year, not just on game days.

The opening of the Riverside Stand, which has been under construction since 2019, has created a new world of opportunities and funding for stadia, offering luxury services and amenities for fans and corporations.

 The Expansion and Upgrade of the Riverside Stand

The Craven Cottage renovation of the Riverside Stand is estimated to have cost a staggering £100 million. But a quick look at the ticket prices that the Riverside Stand now attracts makes the investment worthwhile and positions it as a lucrative model for other stadia to consider improving their real estate and bottom line.

To begin with, the newly renovated stand now accommodates 3,300 fans, pushing Craven Cottage’s total seating capacity to 29,589. Based on the standard Riverside Stand seat price of £105, that amounts to an additional £346,000 on game days. This figure does not include corporate tickets and the added costs of the perks and amenities the new stand offers.

What the New Riverside Stand Offers

The Riverside Stand takes an entirely different approach to fan experiences. Besides providing punters with excellent views of the pitch, seats behind the coaching staff, and streams of Fulham legends, the stand also caters to fans less interested in football and more focused on socialising and enjoying themselves.

Season tickets at the Riverside Stand range from £600 to £3,000, covering juniors, adults, and those over 65. This makes Riverside one of the premium-priced season ticket areas in the Premier League. And this is just the base offering.

Hospitality and VIP Options

For fans seeking a more premium and luxurious experience, Craven Cottage and the Riverside Stand offer several options suitable for individuals and corporate groups.

Matchday Plus is the entry-level tier, with 900 covers at £101 per game. There is also a corporate Matchday Plus tier starting at £3,250. The package offers a premium experience, including access to an exclusive bar, complimentary food and drinks, and seats in the upper tier of the stand, located on either side of the halfway line.

There's also the Dugout Package, which includes access to the Dugout Bar with a capacity of 380, priced at £149–£159 per game. This package includes food, drinks, and pitch-side access. Dugout corporate tiers cost £4,500 plus VAT.

The Thames Bar Room is one of the options with no views over the pitch or river, but it still offers a premium experience that includes drinks throughout the day and after the final whistle, as well as appearances by Fulham legends.

The Thames Bar Room has a capacity of 170, with individual tickets priced at £163 and corporate season tickets at £5,250.

In addition to these hospitality tiers, Craven Cottage also offers fans access to restaurants where they can network and socialise, even outside of game days.

The Originals is one such option. It is a business-style bar with 156 covers and season tickets costing £6,000. It features inclusive drinks, chef stations, and roaming plates for discerning palates.

Other options include the Sky Deck or rooftop terrace, which has a capacity of 465. This area features a three-story hospitality complex, including a rooftop pool, bars, and restaurants catering to the affluent and those seeking an exceptional experience. Season tickets for the Sky Deck range from £6,000 to £20,000, VAT-inclusive.

The Brasserie and The Gourmet are the most exclusive restaurants in the Riverside Stand, with 116 and 96 covers respectively. There is also a Private Dining Room that accommodates 10 guests. The season tickets for the Brasserie and The Gourmet are £8,500 and £10,000 respectively.

The Brasserie gives fans access near the halfway line and includes an à la carte menu and Q&A sessions with first-team players.

The Gourmet offers the best seats in the house, complete with sommelier service, Michelin-starred chefs, and an alfresco dining experience.

Expanding Revenue Beyond Matchdays

It would be a waste to have these fine establishments open only on game days and closed for most of the year. So, it’s no surprise that many of the facilities and amenities inside the newly renovated Riverside Stand are open to the public even on non-match days.

This approach presents a unique opportunity for the stadium to raise money year-round—not only from fans who attend games but also from tourists, locals, and corporations who want to visit or host events at these facilities.

At ground level, the public can access the Thames-side Walkway and the Riverside Market. Higher up in the stand, there are Riverfront Restaurants and Bars, including the Brasserie, Thames Bar Room, and The Dugout, available for dining and drinks.

The stand also offers conference and event rooms with scenic views of the Thames that are available for hire.

At the top, there is a health club, rooftop pool, and boutique hotel that are open all year round. There are also membership-only areas on the upper floors, including the Sky Deck, artisan bars, and the rooftop pool, accessible through membership packages ranging from £750 to £1,250 per year, excluding matchday seating.

Having these areas open to the public on non-match days allows Craven Cottage to maximise the use of its new facilities and generate revenue throughout the year, rather than relying solely on matchdays or the limited football season.

A New Era

The Craven Cottage renovation has been more than a facelift for one of England’s most storied football clubs. It has redefined revenue streams and revealed the potential that strategically located football stadiums have for generating income.

By leveraging premium fan experiences, such as closer proximity to players, gourmet dining, and interactions with club legends, the club is generating more revenue while fulfilling the dreams of its fanbase.

The addition of fine dining and social spaces allows the stadium to attract people who are not necessarily football fans but are drawn to the experience, even for business meetings in a vibrant setting.

The exclusive, high-end finishes have also drawn corporate clients willing to pay a premium for the experiences, food, and hospitality on offer. The Craven Cottage renovation is not just about football and fans; it’s about opening doors to the broader community and generating revenue all year round.