By Leighton Miller and James Lamb
More sports clubs are looking to diversify their stadium offer to improve their revenue streams and operating position, particularly in smaller developments
Top-tier sports clubs and, to a greater extent, lower-league clubs are increasingly dependent on diversifying stadium-borne revenue streams. Lower-league clubs too often miss out on potential media and broadcast income, while top-tier European clubs are constrained by financial fair play rules that require them to balance spending against revenue in order to break even. As a result, clubs of all sizes are being forced to rethink how they operate. This move towards a more business-focused approach will contribute to protecting sport.
Changing consumer demands, modern construction methods and the digitalisation of stadiums – which facilitates, among other things, operational efficiencies and cost savings in security, ticketing, marketing and fan engagement – have made it easier for clubs to consider more innovative and dynamic ways of driving additional stadium income streams.
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