Ibrox Stadium Renovation

Rangers Football Club has announced plans to renovate Ibrox Stadium to improve accessibility and expand seating. The development will include a state-of-the-art restaurant that will be a leading place in Scottish football with a capacity of 330 guests during matchdays.

But this is only a tip of the iceberg in what is seen as a sweeping trend as stadiums across Europe try to maximise revenue through hospitality and matchday experience. The restaurant and other additions at the renovated stadium will be open seven days a week, providing an exceptional dining experience to the locals.

Phased Accessibility Enhancements

The renovation of the Ibrox Stadium began with structural upgrades to the Broomloan and Copland stands. These got expanded concourses, more kiosks, new lifts and accessible toilets to encourage attendance from disabled fans who previously had challenges accessing the amenities.

The second phase of the renovation featured the installation of new platforms for wheelchair spectators and cantilevered seating to add general access seats. The addition of these amenities aligns with the club's goal of increasing attendance and ticket sales on match days.

Additional accessible seating was added to the Sandy Jardine Stand with mitigation for lost capacity anywhere.

Upon the completion of the structural phase of the renovation, the stadium will have an additional 270 wheelchair spaces and 700 general-access seats, leading to a total of 51,500 seats. The increased seating means more revenue for the club.

Cantilever Addition

A new cantilever seating area has been constructed in the Copland Rear, bringing in an additional 1,000 seats and offering some of the best views in the stadium.

With near-full capacity at Rangers' games, the new seats boost matchday income tremendously, from the previous £39.9 million to an estimated £43.8 million, representing a 10% growth in annual ticket revenue from ticket sales alone.

The added capacity and enhanced accessibility will also improve fan experience and retention in the stadium.

Hospitality

The hospitality section will also receive some massive upgrades once the renovation is complete. These upgrades will not only modernise and enhance the premium experience provided in these places but also increase revenue.

Blue Sky Lounge and Ibrox Restaurant

The Blue Sky Lounge is a state-of-the-art hospitality venue that is located near the rear of the Sandy Jardine Stand. The lounge is designed as a multi-purpose space, serving as both a lounge and a public restaurant, offering panoramic stadium views. The addition of the lounge after the renovation increases Ibrox's capacity by nearly 200 seats, allowing it to serve over 330 guests on matchdays.

The Blue Sky Lounge was opened in late 2022 following its completion and now operates as the Ibrox Restaurant, offering lunch and dinner on non-matchdays.

This facility provides exclusive services and premium pricing. A single match at the Ibrox Suite is priced on average £231 per person, exclusive of VAT, meaning the additional 200 seats could translate to £46,200 in ticket sales only on match days. This return could be further enhanced by expenditures on food, drinks and other services offered within the lounge.

The design and construction of the restaurant feature a full-length glass screen and access doors that maximise light and provide an airy environment. The cost of the project was estimated at about £120,000.

Club 72

Bar 72, which was reimagined as Club 72, was designed to offer a relaxed and informal VIP hospitality treatment. The club is named after the Rangers' 1972 European Cup Winners' Cup win. The location features bespoke furniture, creating a contemporary, fan-friendly environment centred on club nostalgia.

Although the seating capacity at the new lounge remains unchanged, the upgrades make it even more appealing, ensuring that more season ticket holders are interested in the lounge and what it has to offer. With an average season ticket price of £1,200, the new lounge will contribute significantly to the football club's revenue streams.

Forrest Precision Executive Lounge

Located within the historic Main Stand, this is a new and exclusive lounge that accommodates up to 18 guests and offers services such as live cooking, a complimentary bar and is hosted by an ex-Ibrox star. The addition of this lounge adds to the number of exclusive options available at the stadium, including Club 72 and Blue Sky Lounge, effectively enhancing the luxury offering for corporate clients.

Edmiston House Conference and Event Space

More recently, as part of the Ibrox Stadium renovations, the Edmiston House was opened in 2023. It is a sleek multi-use facility that hosts up to 700 delegates for receptions and 290 for dinners. It also houses the Rangers Museum and store and serves both community and corporate events.

The location offers multiple revenue streams, including paid, guided museum tours, cafés, and gift shops catering to fans.

The renovation of Ibrox Stadium has boosted matchday income, thanks to the increased number of seats, resulting in more ticket and season-ticket sales.

The addition of premium lounges and packages has also driven up hospitality revenue with high per-guest spend as fans and guests enjoy the experience and services.

Edmiston House brings in additional event income, merchandise revenue and expands the revenue scope beyond matchdays.

The addition of these facilities has largely contributed to the impressive growth of Rangers' revenue, which was reported at £88.3 million in core revenue and £94.2 million in total income. This suggests that the renovation efforts, among other factors, have had a positive impact on the club's revenue.