Hospitality Trends for Stadiums 2024
The ultimate guide to hospitality trends in 2024 for stadiums

As we step into 2024, the hospitality experience within stadiums is set to undergo some pretty big changes, with a larger emphasis on enhancing fan engagement, comfort, and overall satisfaction. Here are the biggest trends we can expect see shaping the next 12 months.

Stadium Fan Experiences

1. Personalised fan experiences

The old saying in hospitality, ‘the customer is always right’ is more apt than ever, and businesses are doing everything they can to deliver outstanding experiences to their customers.

Stadiums are also recognising the importance of tailoring experiences to individual fans and corporate guests. In 2024, we’re going to see an increase in advanced analytics, and artificial intelligence (AI) algorithms that will be used to understand fan behaviour and deliver personalised content.

We’ve already seen a lot of other industries adopt this approach, and it’s been extremely successful. In the hospitality industry, these technological advancements will help us deliver customised food and beverage recommendations, exclusive in-game promotions, and ensure that every fan feels like a VIP.

Food Experiences

2. Enhanced food and beverage experiences

Gone are the days of generic stadium food that you get a few minutes before the game starts, culinary experiences are becoming a crucial part of stadium hospitality.

Celebrity chef collaborations, diverse menu options, and gourmet food festivals within stadiums are all elevating the culinary journey for fans. Craft beer gardens and local culinary showcases are also becoming common features.

This gives stadiums a chance to think outside of the box and offer fans something that’s a bit different to what they’d usually expect to experience in a sports venue setting. This could mean investing in a commercial kitchen to deliver restaurant-worthy food or inviting local chefs to create their own menus on game day. We’re already seeing several stadiums think creatively about their food and beverage spaces – at the Etihad Stadium for example, fans can enjoy a self-serve beer wall at the KITS Sports Bar, while Birmingham City’s Alliance Suite offers an opulent circular island bar and luxurious velvet booths to enjoy a premium refreshment during the game.

Premium Stadium Seating

3. Redefining premium seating

Luxury suites and premium seating areas are also set to become more widespread in 2024. Beyond simply giving fans a better view of all the action, these spaces are becoming a luxurious experience, offering state-of-the-art technology, personalised services, and gourmet dining experiences.

Although many fans already have dreams of watching their favourite teams play from the comfort of a private suite, stadiums are doing all that they can to ensure it will be an experience like no other.

Enjoy table service and unlimited drinks during the game, socialise with other fans, or even use it as a networking opportunity if you’re sharing the suite with high-net-worth individuals.

Technical Fan Engagement

4. Bringing the tech to fan engagement

In 2024, stadiums are embracing cutting-edge technologies to elevate the fan experience.

Augmented Reality (AR) and Virtual Reality (VR) are taking centre stage, offering fans immersive experiences before, during, and after the game.

While the game is going on, or in breaks, interactive AR displays can show all of the most important player statistics. We’ll also start to see VR-enhanced replays that will let fans in on the decisions over whether a play is offside, or if a ball was out.

Technology is really bridging the gap between the physical and digital worlds, which is going to be a huge benefit to live sports that rely on spectators showing up and paying for tickets.

Contactless Beer Pumps

5. Contactless as the only option

Contactless payments have become the norm across the world. Consumers now expect to be offered this convenient payment method wherever they go – including stadiums for match day or other major events.

From offering mobile ticketing to cashless transactions at food stalls, stadiums should aim to minimise all physical touchpoints to create a seamless experience for spectators, enhance convenience, and guarantee safety.

Mobile apps are central to this trend and should be adopted by stadiums if they want to enhance fan experiences. These mobile apps can allow fans to order food, merchandise, and even access exclusive content without leaving their seats.

Smart Stadiums

6. Smart stadiums are gaining momentum

The concept of smart stadiums is gaining momentum, with an emphasis on creating interconnected, data-driven venues.

Internet of Things (IoT) devices are being integrated to monitor crowd flow, optimise seating arrangements, and even enhance security measures.

Smartphones are becoming the central hub for fans, allowing them to access real-time information, order concessions, and even upgrade their seats seamlessly.


7. A focus on sustainability

In 2024, sustainability is not just a buzzword; it's a commitment. Stadiums are adopting eco-friendly practices, from reducing single-use plastics to implementing renewable energy sources.

The hospitality sector is embracing sustainability with locally sourced, organic menu options, and initiatives to minimise waste. Fans today are not just looking for a great game; they want an experience that aligns with their values.

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