Stadium Experience welcomed more than 100 representatives from stadium venues across the UK to a full-day industry event at the Etihad Stadium, home of Manchester City FC. The event brought together leading figures from across the sector to share insight, explore innovation and strengthen collaboration across stadium operations.
Following the success of the inaugural Stadium Experience meeting at Edgbaston Stadium in March, the Etihad event reinforced the industry’s strong appetite for networking, learning and collective progress—particularly around non-matchday events and visitor experiences.
The programme featured dedicated sessions tailored to key areas of stadium business, including non-matchday events, hospitality, retail kiosks and public catering. The day began with breakfast networking before moving into presentations from a strong lineup of industry speakers representing Boxbar Tech, Edge Venues, GoTo Events, Ivvy, Kappture and Venue Performance.
Delegates then took part in a networking lunch, a lively Cube-style team challenge and an exhibition-style showcase featuring suppliers presenting the latest innovations for events and retail operations. Participating suppliers included Beer Saver, Boxbar Tech, Bramble Foods, The Branded Items Group, Creventa, Diversified, Edge Venues, GoTo Events, Meadow Vale Foods, Multi-Flow Dispense Ltd, Options Great Hire, Racing Snake Media and Target Response.
As part of the experience, guests were hosted in some of the Etihad Stadium’s most exclusive areas, including The Tunnel Club and The Chairman’s Club, offering a first-hand look at the venue’s non-matchday event capabilities. The day concluded with a private behind-the-scenes tour of the stadium’s retail spaces and its 15 unique event areas.
Etihad Stadium offers a wide range of flexible event spaces, many with panoramic views of the pitch. The venue can host up to 480 delegates, making it suitable for everything from board meetings to large conferences and exhibitions.
Rebecca Pickard, Head of Local Partnerships and Venue Sales at Manchester City Football Club, said:
Today was another wonderful gathering of sporting venues from across the UK, further reinforcing our collaborative cooperation in sharing best practice to drive forward and innovate non-matchday visitor experiences. It was an honour to host so many clubs at the Etihad Stadium and showcase our unique event spaces.
Jackie Kavanagh, CEO of Edge Venues, highlighted the collaborative spirit of the day, commenting:
This event was just amazing, with a real thirst for excellence fuelled by learning and collaboration. No event experience is successful without a whole team effort of suppliers, venues and specialists, and stadiums are perfectly placed to deliver the kind of experiences today’s event planners are seeking.
Caroline Dawson, Director of International Sales at Ivvy, spoke about digital transformation within venues:
It was great to connect and discuss how venues can move beyond traditional boundaries, lean into change and set themselves up for the future. Change isn’t the challenge – it’s an invitation to lead and innovate.
Reshad Hossenally, Co-founder and CEO of Boxbar Tech, attended a Stadium Experience event for the first time and spoke on automation trends:
Automation is transforming how stadiums manage bars, kiosks and operations. Events like this are invaluable for sharing practical ideas and seeing the industry come together around innovation.
Debbie Rigney, Director of Stadium Experience, thanked the host venue and contributors, adding:
It was invaluable to reconnect face-to-face, hear the latest trends and explore another outstanding stadium venue. With such positive feedback, these meetings are now a firm fixture in our calendar, with the next gathering planned for March at Edgbaston Stadium in Birmingham.
About Stadium Experience
Founded in 2002 for football venues, Stadium Experience expanded to include rugby stadiums in 2013 and cricket venues in 2022. The association supports members through networking events, shared best practice, joint exhibition opportunities, industry communications and its annual Stadium Events & Hospitality Awards.
