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Stadium Industry Update – 17 December 2024

Southampton FC and City Council plan St Mary’s Waterfront redevelopment, Stadio Friuli to host UEFA Super Cup 2025, Manchester City sets new revenue record, NFL to stage first regular season game in the Olympiastadion in 2025 and much more in our latest stadium industry updates!

Stadium Industry Update - 17 December 2024 — banner

Southampton FC and City Council plan St Mary’s Waterfront redevelopment 

Southampton FC and Southampton City Council have signed a Memorandum of Understanding (MoU) to redevelop the St Mary’s Waterfront area, including plans to expand St Mary’s Stadium. The “landmark collaboration” aims to transform the Itchen Riverside into a year-round destination for sports, leisure and entertainment, benefiting residents, visitors and the broader community. 

Key goals include: 

  • Expanding St Mary’s Stadium and enhancing surrounding areas. 

  • Improving transport and infrastructure for better connectivity. 

  • Creating a balanced mix of commercial, leisure and residential spaces. 

  • Promoting sustainability in line with Southampton’s Green City Plan. 

Both parties will work closely with local partners, ensuring the project supports the community’s needs while boosting the area’s economic potential. The MoU will be reviewed regularly to adapt to emerging opportunities. 

Stadio Friuli to host UEFA Super Cup 2025 

European football will return to Udine as Stadio Friuli has been chosen to host the UEFA Super Cup 2025. The announcement was made during the UEFA Executive Committee meeting on 16 December, with the match set to take place on 13 August 2025. The event will see the winners of the Champions League and Europa League face off for one of European football’s most prestigious trophies. This marks the first time the UEFA Super Cup will be played in Italy. The 25,144-capacity venue, fully renovated in 2016, has already hosted the Italy national team four times and is recognised for its top-tier facilities. 

Manchester City sets new revenue record 

Manchester City has set another Premier League revenue benchmark, reporting a total income of €865m for the 2023-24 season. The club’s latest annual report highlights continued growth as it pushes forward plans to transform the Etihad Stadium into a year-round entertainment destination. 

Key Financial Highlights: 

  • Total Revenue: €865m, up €2.7m from the previous year. 

  • Matchday Revenue: €91.5m, a €4.5m increase, despite hosting only 26 home games compared to 31 last year.  

  • Broadcast Revenue: €356.5m, down €5.7m due to a Champions League quarter-final exit. 

  • Commercial Revenue: €417m, up €4m thanks to new partnerships and increased value from existing deals. 

City reported a net profit of €89.2m, slightly down from last year’s €97.3m. The club continues its strong financial performance, maintaining profits in every season since 2014-15, except for the COVID-19 impact in 2019-20. Investment in infrastructure remains a priority, with a €360m expansion of Etihad Stadium underway. This project is part of a broader vision to deliver a top-tier fan experience and establish a year-round entertainment hub. The plans include adding a third tier to the North Stand, a 3,000-capacity fan zone, a 400-bed hotel, a new club shop and a museum. Upon completion in the 2025-26 season, the stadium’s capacity will increase from 53,400 to over 60,000. 

NFL to stage first regular season game in the Olympiastadion in 2025 

The NFL will host its first-ever regular season game in Berlin next year, with the historic Olympiastadion set to stage the event under a multi-year agreement. Berlin becomes the latest German city to host NFL action, following games held in Munich’s Allianz Arena and Frankfurt’s Deutsche Bank Park since 2022. The Olympiastadion, which previously hosted NFL Europe’s Berlin Thunder and five American Bowl games between 1990 and 1994, will now return to the NFL spotlight. Berlin secured the hosting rights after officially bidding to become a new destination for NFL games. The City of Berlin plans to host three games between 2025 and 2029, investing €12.5m to support the events. Officials believe the economic impact from tourism will more than justify this investment. 

Alongside the game, the NFL will collaborate with the Berlin Senate to develop flag football, a non-contact version of the sport set to feature at the 2028 Los Angeles Olympics. The program will focus on growing the sport in Berlin’s schools and clubs, further enhancing its popularity in the region. In 2025, games are also confirmed to take place at Tottenham Hotspur Stadium in London and Estadio Santiago Bernabéu in Madrid. 

Aberdeen FC shifts focus to upgrading Pittodrie, shelves Beachfront Stadium plans 

Scottish Premiership club Aberdeen has decided to shelve plans for a proposed beachfront stadium and will instead focus on upgrading its current home at Pittodrie. The decision was shared during the club’s annual general meeting, marking a shift in its stadium strategy after years of discussions. The proposed beachfront stadium had been part of Aberdeen City Council’s wider beach masterplan, which was supported in December 2022. Aberdeen had previously championed the project with an economic impact report, stating that a new venue would inject at least £1bn into the local economy over the next 50 years and attract 38 million visitors. 

Prior to the beachfront proposal, the club’s initial plan for a 20,000-capacity stadium in Kingsford, near its training ground, was approved in 2019. However, councillors later backed a move for a community stadium at the beachfront in 2021. Despite these developments, progress on the new stadium has stalled, leading Aberdeen to refocus on improving Pittodrie. The club’s decision highlights a more immediate and practical approach to securing the future of its historic home while meeting the needs of fans and the local community. 

FIFA confirms hosts for 2030 and 2034 World Cups 

FIFA has officially confirmed that the 2030 World Cup will be hosted by Spain, Portugal, Morocco and three South American nations, while Saudi Arabia will stage the 2034 tournament. The announcement finalises decisions that have been in the works for over a year. For the 2030 World Cup, Morocco, Spain and Portugal were the sole candidates after submitting a joint bid. Although unsuccessful, a bid from Argentina, Uruguay, Paraguay and Chile led to a compromise where Uruguay, Argentina and Paraguay will each host one match. Notably, the opening match will take place at the historic Estadio Centenário in Montevideo, which hosted the inaugural World Cup in 1930. 

Saudi Arabia, the sole bidder for 2034, plans an ambitious tournament with 15 stadiums across five cities. This includes 11 new stadiums and extensive renovations to existing venues. Key projects include the 92,000-capacity King Salman Stadium and other new developments such as ROSHN Stadium and New Murabba Stadium, all set to open by 2032. The tournament will be centred around Riyadh, which will host eight of the venues, including the opening and final matches. Saudi Arabia’s bid envisions a “compact” tournament with modern infrastructure and expansive stadium projects, marking the second time the World Cup will be held in the Middle East, following Qatar 2022. However, the bid has already drawn scrutiny over worker conditions, echoing concerns raised during Qatar’s preparations.  

Feyenoord to merge with Stadion Feijenoord to redevelop De Kuip 

Dutch Eredivisie club Feyenoord is set to bring Stadion Feijenoord, the entity that owns and operates De Kuip, under its organisation as part of plans to redevelop the historic stadium. The announcement was made during Stadion Feijenoord’s annual general meeting, where shareholders were informed of the urgent need for this step. De Kuip requires large-scale maintenance and upgrades to remain operational for the next 15 years. Previous redevelopment plans had been postponed during discussions around a new stadium in Rotterdam. Now, essential work must be carried out to ensure the stadium meets modern standards. The focus will be on addressing overdue maintenance, upgrading the facility to meet UEFA safety regulations, and improving catering and hospitality facilities to meet modern fan expectations. The total cost of the redevelopment is estimated between €30m and €50m. Stadion Feijenoord stated it cannot fund the necessary work alone, making collaboration with Feyenoord essential. 

SS Lazio unveils €400m redevelopment plan for Stadio Flaminio 

Claudio Lotito, president of Serie A club SS Lazio, has presented a pre-feasibility study to Rome Mayor Roberto Gualtieri for plans to redevelop the historic Stadio Flaminio. The proposal includes expanding the stadium’s capacity from its current 24,973 to approximately 50,000 seats. Lotito first shared his vision for the project with Gualtieri in July, when the estimated cost was around €250m. That figure has now risen to €400m as the club seeks to modernise the venue while preserving its heritage. Designed by renowned Italian architect Pier Luigi Nervi, the redevelopment will aim to honour and incorporate Nervi’s original architectural vision. Lazio’s ambitious plans mark a significant step toward transforming Stadio Flaminio into a modern, world-class facility while respecting its historical importance. 

UK sports attendance rises 27% over the past decade 

New research has revealed that UK sports attendances have increased by nearly 30% over the past decade, with women’s football emerging as the fifth most-attended spectator sport. Total attendance at professional sports events is expected to reach 77.7 million in 2024, representing a 27% rise since 2014. According to data from Two Circles, football remains the dominant sport, accounting for 55 million spectators, or 71% of the total. Premier League crowds alone are set to surpass 14.8 million in 2024, with stadium occupancy rates consistently reaching 97%. Horse racing ranks as the second most popular sport, contributing 6% of total attendance, followed by rugby union, cricket and rugby league.  

Notably, women’s football has now overtaken rugby league to secure fifth place, attracting 2.1 million spectators this year, up from just 0.9 million in 2022. The rise in women’s football is being felt across Europe as well, with average attendances in top leagues in Germany, England, France and Spain increasing by 24% during the 2023-24 season. Attendance growth is not limited to football, as sports like netball, darts, swimming, snooker and ice hockey have also seen significant increases.