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We've surveyed over 2,000 people in the UK to determine which features they’d most like in a stadium for a concert, show, or sporting event. With this, we’ve created visuals of what the perfect stadium of the future will look like.
The perfect stadium of the future: standout stats
- Younger people are more interested in a seat-side food and drink service, while older people think this could “spoil the experience.”
- London (33%) has the highest demand for sit-down restaurant access, showing a strong interest in premium stadium dining.
- Accessibility in stadiums still needs improvement, with some respondents saying “proper areas for wheelchair users and their carers to view from” are needed.
- In Northern Ireland, 21% of respondents prioritised noise-cancelling pods to reduce crowd noise, the highest among UK regions.
- Some respondents advocated for banning mobile phones, with one commenting: “a no mobile phone policy would be awesome. I haven't attended certain musical events because the excessive use of mobile phones for filming during a concert is more than annoying.”
- VR goggles for replays are still niche, with just 9% of men and 4% of women putting them in their top three.
- Bristol, Glasgow, and Norwich (11%) have the biggest demand for quiet rooms, suggesting some fans prefer a more peaceful stadium experience.
- Almost one in five (18%) women want noise-cancelling pods, compared to 15% of men.
- People in Scotland are most interested in in-seat mini-fridges, with nearly one in 10 (9%) choosing them in their top three choices.
- A barbershop (or hair salon) was the least appealing feature to women, with no respondents picking it.
What features are needed to create a perfect stadium?
Our survey revealed that fans crave relatively simple upgrades that make their time at sports, entertainment, and music events even more enjoyable. Topping the list is seat-side food and drink service, chosen by over a third (36%) of respondents.
Who wouldn't love having snacks and drinks delivered straight to their seat while taking in the action or scanning betting apps and football sites for the best in-play sports offers?
More than a quarter (27%) of respondents wanted a more elevated dining experience and chose the sit-down restaurant feature, showing that some people would prefer a proper meal before or during the action.
Technology and comfort also ranked high on the wishlist. Displays and screens built right into the seat and in-seat charging ports (22%) could keep fans connected and entertained, whether checking replays, tracking stats, or just keeping their phone battery full. Meanwhile, recliner seats (20%) could mean next-level relaxation, making long games or concerts feel like a VIP experience.
Technology and comfort also ranked high on the wishlist. Displays and screens built right into the seat and in-seat charging ports (22%) could keep fans connected and entertained, whether checking replays, tracking stats, or just keeping their phone battery full. Meanwhile, recliner seats (20%) could mean next-level relaxation, making long games or concerts feel like a VIP experience.
| If you could design your perfect stadium, for hosting sport events or entertainment events, what facilities would it have? Pick UP TO THREE options. | Percentage of Respondents |
|---|---|
| Seat-side food and drink service | 36% |
| Heated seating area (heated seats or overhead heaters) | 33% |
| Sit-down restaurant access | 27% |
| Built-in seat screens/displays | 22% |
| In-seat charging ports | 22% |
| Recliner seats | 20% |
| Noise-cancelling pods for reducing crowd noise for fans who prefer a quieter experience | 17% |
| Built-in seat commentary headphone jacks | 12% |
| Quiet room | 8% |
| In-seat mini fridges | 7% |
| VR goggles for replays | 6% |
| Massage parlour | 2% |
| Sauna | 1% |
| Barbershop | 1% |
What stadium features are men more interested in than women?
We identified the features men and women prioritised to see how their perfect stadium experiences differed.
Sit-down restaurant access (28%) and built-in seat screens (24%) were more popular with men than women. On the other hand, women are more focused on comfort and relaxation. Seat-side food and drink service (37%) tops their list, slightly more popular than the 35% of men who chose it.
Interestingly, over one in six (16%) men prefer built-in seat commentary headphone jacks, a great way to tune into personalised commentary. Smaller percentages opted for unique perks like in-seat mini-fridges (8%), VR goggles for replays (9%), and even an on-site barbershop (2%).
For women, in-seat charging ports (24%) and recliner seats (21%) show that staying comfortable and connected is a priority, especially during longer events.
Plus, with features like noise-cancelling pods (18%), women could be looking for ways to create a quieter, more peaceful experience — ideal for those who want to escape the crowd noise while still being part of the action.
Each city’s most sought-after stadium features
Our study findings can be broken down for different cities and regions. Sports and entertainment fans from across all four corners of the UK showcased a variety of needs and wants for their stadium experience.
In Norwich, nearly half (47%) of respondents selected seat-side food and drink service, the highest demand across all cities.
However, one respondent in Manchester is not a fan of this idea, saying it can “spoil the experience of watching a band when ushers are constantly coming with drinks along the row, and you have to keep standing.”
Regarding comfort, recliner seats are a big favourite in Glasgow, where one in three (31%) fans are all about that extra relaxation while watching the action. Warmth is also key, whether in the north or south, as heated seating areas are a must for people in Southampton (40%), Glasgow (39%), and Newcastle (39%).
Built-in seat screens/displays are particularly popular in Liverpool, Bristol, and Leeds. More than a quarter (27%-29%) of fans in these cities love staying connected and in the know while enjoying the event.
And finally, some respondents took a strict stance against stadium misconduct, with a man from Nottingham calling for the “immediate imprisonment of vandals and fighters.”
If you could design your perfect stadium, for hosting sport events or entertainment events, what facilities would it have? Pick UP TO THREE options.
| Belfast | Birmingham | Bristol | Cardiff | Edinburgh | Glasgow | Leeds | Liverpool | London | Manchester | Newcastle | Norwich | Nottingham | Sheffield | Southampton | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Seat-side food and drink service | 40% | 32% | 27% | 31% | 28% | 40% | 38% | 41% | 35% | 35% | 40% | 47% | 37% | 42% | 42% |
| Sit-down restaurant access | 28% | 25% | 21% | 19% | 25% | 21% | 27% | 21% | 33% | 26% | 25% | 28% | 24% | 13% | 28% |
| Recliner seats | 21% | 22% | 12% | 22% | 22% | 31% | 15% | 19% | 19% | 28% | 17% | 19% | 17% | 21% | 22% |
| In-seat charging ports | 37% | 20% | 20% | 21% | 14% | 21% | 18% | 27% | 26% | 18% | 21% | 18% | 20% | 15% | 24% |
| Built-in seat screens/displays | 26% | 25% | 27% | 21% | 22% | 20% | 27% | 28% | 21% | 16% | 22% | 21% | 22% | 38% | 21% |
| Heated seating area (heated seats or overhead heaters) | 26% | 35% | 30% | 34% | 31% | 39% | 30% | 37% | 29% | 38% | 39% | 28% | 35% | 35% | 40% |
| VR goggles for replays | 14% | 5% | 2% | 5% | 3% | 5% | 7% | 3% | 8% | 9% | 7% | 10% | 3% | 2% | 5% |
| Noise-cancelling pods for reducing crowd noise for fans who prefer a quieter experience | 21% | 18% | 15% | 20% | 13% | 13% | 16% | 13% | 19% | 10% | 21% | 22% | 18% | 19% | 10% |
| Built-in seat commentary headphone jacks | 14% | 9% | 12% | 17% | 14% | 10% | 18% | 11% | 10% | 11% | 11% | 13% | 12% | 21% | 15% |
| In-seat mini fridges | 7% | 5% | 5% | 3% | 5% | 11% | 7% | 6% | 7% | 6% | 8% | 11% | 6% | 6% | 9% |
| Sauna | 0% | 1% | 0% | 1% | 0% | 1% | 1% | 1% | 2% | 1% | 2% | 0% | 1% | 0% | 1% |
| Barbershop | 0% | 1% | 2% | 1% | 2% | 1% | 0% | 1% | 1% | 1% | 2% | 0% | 1% | 2% | 0% |
| Massage parlour | 0% | 1% | 2% | 0% | 3% | 5% | 0% | 2% | 4% | 3% | 1% | 1% | 3% | 0% | 0% |
| Quiet room | 2% | 10% | 11% | 8% | 9% | 11% | 8% | 9% | 8% | 3% | 7% | 11% | 9% | 8% | 8% |
Methodology
We surveyed 2,000 people in the UK, asking the question:
If you could design your perfect stadium for hosting sports or entertainment events, what facilities would it have? Pick UP TO THREE options.
Seat-side food and drink service
Heated seating area (heated seats or overhead heaters)
Sit-down restaurant access
Built-in seat screens/displays
In-seat charging ports
Recliner seats
Noise-cancelling pods for reducing crowd noise for fans who prefer a quieter experience
Built-in seat commentary headphone jacks
Quiet room
In-seat mini-fridges
VR goggles for replays
Massage parlour
Sauna
Barbershop
The additional AI Images were generated using Midjourney to predict how stadiums should look in the future in the eyes of UK sports and entertainment fans. These designs were based on the most popular survey responses from the public.
The survey was carried out in February 2025 and is correct as of then.
