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Stadium Industry Update – 14 January 2025

FC Barcelona to auction iconic Camp Nou memorabilia, Fiorentina to stay at Stadio Artemio Franchi during redevelopment, NFL to return to Wembley Stadium in 2025, French Football and Rugby Federations eye joint management of Stade de France and much more in our latest stadium industry updates!

Stadium Industry Update - 14 January 2025 — banner

FC Barcelona to auction iconic Camp Nou memorabilia 

FC Barcelona has unveiled plans to auction off a collection of historic items from the legendary Camp Nou stadium, giving fans and collectors a unique opportunity to own a piece of the club’s rich history. The auction will feature a variety of iconic items, including player lockers, penalty spots, corner flags and dugout crests. Additionally, fans can bid on photographs of Barcelona’s Champions League-winning teams that once adorned the tunnel at Camp Nou, capturing some of the club’s most memorable moments. 

This initiative is being organised in collaboration with Goldin, a renowned online collectibles marketplace. The auction is set to open on 23 January and will run until 13 February. Each item will have a designated starting price, allowing fans and collectors alike the chance to bid on these cherished pieces of FC Barcelona history. 

Fiorentina to stay at Stadio Artemio Franchi during redevelopment 

The Municipality of Florence has confirmed that Fiorentina will continue playing at the Stadio Artemio Franchi throughout its extensive redevelopment project. The transformation of the historic Serie A stadium is advancing under plans approved by the Municipality’s Council and Mayor Sara Funaro, with significant progress already made in recent months. 

Demolition and structural reinforcement work began in the first half of 2024, including the removal of the old reinforced concrete scoreboard and fortification of the Ferrovia stand steps. From June, construction expanded to the Fiesole, Maratona, and Tribuna stands, involving the demolition of additions made for the stadium’s role in the 1990 FIFA World Cup and essential excavations. Despite the scale of the work, measures have been taken to ensure the stadium remains functional for Fiorentina matches. Current progress includes the construction of foundation piles for the steps and the roof of the new Fiesole stand, as well as the start of restoration work on the Franchi’s iconic Maratona Tower. 

Although there were initial concerns that Fiorentina might require a temporary home during the redevelopment, the Municipality has confirmed that the team will stay at the Franchi throughout the project. The redevelopment is expected to extend until 2029, with the stadium reopening in phases. Fiorentina’s centenary celebrations in 2026 will mark a key milestone, with the revamped venue hosting events with a capacity of 34,500, eventually increasing to over 40,000 upon completion. The updated design will include modern grandstands that bring fans closer to the pitch and a new roof to enhance the matchday experience. 

NFL to return to Wembley Stadium in 2025 

The NFL will bring its action-packed games back to London in 2025 after Wembley Stadium agreed to a one-year extension of its hosting rights. The league confirmed last week that the New York Jets, Cleveland Browns and Jacksonville Jaguars will each play as the ‘home team’ in London during the 2025 regular season as part of the NFL International Games. 

Wembley Stadium will once again host the Jacksonville Jaguars, marking a continuation of the team’s strong association with the venue. Meanwhile, the Tottenham Hotspur Stadium will welcome the New York Jets and Cleveland Browns for their games in the UK. Details regarding each team’s opponents, along with game dates and kick-off times, will be announced in the spring when the full 2025 NFL schedule is released. 

In addition to the London games, the 2025 International Series will include a fixture at Madrid’s Estadio Santiago Bernabéu, home of Real Madrid and a game at Berlin’s Olympiastadion. The commitment to global expansion highlights the NFL’s growing international fanbase and its ongoing efforts to bring American football to new audiences across Europe. 

French Football and Rugby Federations eye joint management of Stade de France 

The French Football Federation (FFF) and French Rugby Federation (FFR) are reportedly prepared to take over the management and operation of the Stade de France if ongoing negotiations between the French Government and GL Events fail to yield a deal. Last month, the French Government entered exclusive talks with GL Events, selecting its proposal over a rival bid from current operators Vinci and Bouygues. The Stade de France, owned by the government through the Consortium Stade de France, has been under the management of Vinci and Bouygues since 1995. This contract is set to expire on July 1, 2025, prompting the state to issue tenders in March 2023 for either the outright sale of the stadium or a new concession agreement. 

GL Events is currently negotiating a 30-year agreement to take over management of the stadium starting in August. However, concerns have arisen among the stadium’s main tenants, the FFF and FFR, about the terms they might face if GL Events assumes control. French sports newspaper L’Équipe reported that the two federations formally notified the Ministry of Sports last month of their willingness to jointly manage the Stade de France with state support if the deal with GL Events does not materialize. This proposal would allow the FFF and FFR to pool their resources and align key business operations at the stadium, potentially streamlining its management. Two legal pathways are under consideration: a new concession agreement or a shared ownership model. 

Women’s Championship clubs selected for alcohol trial in stadium bowls 

Four English Women’s Championship clubs—Birmingham City, Bristol City, Southampton, and Newcastle United—have been selected for a new pilot program that will allow fans to drink alcoholic beverages within the stadium bowl. This marks a significant step in enhancing the matchday experience for fans and exploring new opportunities for women’s football in the UK. The clubs were chosen based on their geographic diversity and their stadiums’ varying levels of experience with in-bowl alcohol consumption. Bristol City and Southampton will begin their trials on 19 January, while Birmingham City and Newcastle United will follow on 26 January. Each club will host four or five home games under the pilot program during the second half of the 2024-25 season. 

The initiative is being led by Women’s Professional Leagues Limited (WPLL), an independent body that took over responsibility for the top two tiers of women’s football in the UK. WPLL is committed to improving the matchday experience, investing in new technologies, and implementing rule changes without oversight from the Football Association (FA). This independence has allowed the organisation to introduce the alcohol trial, which challenges the long-standing Sporting Events Act 1985. This legislation, which prohibits drinking alcohol in view of the pitch, applies to the top five tiers of men’s football and has been extended to women’s football over time. 

The trial aims to evaluate whether relaxing this restriction can enhance fan engagement and boost attendance. The program’s outcomes will be thoroughly reviewed at the end of the 2024-25 season to determine if the change will be made permanent across the Women’s Championship and potentially the Women’s Super League. 

French Rugby achieves record-breaking attendance  

The Ligue Nationale de Rugby (LNR), which governs professional rugby in France, has reported record-breaking attendance figures for the 2024/25 season. The average attendance across stadiums reached an all-time high of 19,403 fans, with the most attended game featuring Union Bordeaux-Bègles against RC Toulon, drawing a crowd of 32,131. 

In the Top 14, France’s premier rugby league, the average attendance was 15,567 fans per game, reflecting a 9% increase compared to the previous season and matching the league’s previous record year. Union Bordeaux-Bègles led the league with an average attendance of 32,125, a 24% increase compared to the 2023/24 season. Stade Toulousain followed with an average of 23,085 fans, an increase of 12%, while LOU Rugby reported 18,435 fans on average, up 13%. Other notable figures included ASM Clermont with 16,942 fans and Stade Rochelais with 16,689. Several clubs also experienced significant growth, including Aviron Bayonnais, which saw a 21% increase to 15,847 fans, RC Toulon with a 9% rise to 14,615 and Castres Olympique, which recorded a 7% increase to 10,678 fans. 

The Pro D2, France’s second division, also reported impressive growth, with an average attendance of 5,593 fans per game, a 10% increase from last season, matching its record season. CA Brive led the league with an average attendance of 11,455 fans, representing a remarkable 40% increase from the previous year. 

These record-breaking attendance figures highlight the increasing popularity of rugby in France.  

Huddersfield Giants eye Halifax’s The Shay as temporary home amid new Stadium plans 

Ken Davy, owner of the Huddersfield Giants, has expressed interest in purchasing The Shay in Halifax as a temporary home for the Super League club. This move comes as part of the club’s plans to develop a new stadium in Huddersfield. The Shay, which has a capacity of around 10,000, currently serves as the home ground for National League football team Halifax Town and second-tier rugby league club Halifax Panthers. Owned by Calderdale Metropolitan Council, the stadium would undergo significant upgrades to meet Super League standards if acquired by the Giants. Planned improvements include enhanced supporter facilities, new floodlighting, and a new pitch. 

The Giants currently share the 24,500-capacity John Smith’s Stadium with League One football club Huddersfield Town but have struggled to draw strong crowds to the large venue. In September, the Giants unveiled plans for a new stadium in Huddersfield with an initial capacity of 7,500 to 8,000, tailored to the club’s needs. 

Davy emphasized that, if the Giants relocate to The Shay, the club will invest in improving transport links between Huddersfield and Halifax, which are approximately 13 kilometres apart, to ensure easy access for fans. The Giants aim to begin playing at The Shay in 2026, using it as a temporary home while the new stadium project is completed.