OUTSTANDING SPORTS VENUE EXPERIENCE
Aintree Racecourse
Aintree Racecourse has set a new benchmark for delivering an outstanding sports venue experience. In 2025, the Randox Grand National Festival exceeded both revenue and customer satisfaction targets, with a 5 percent uplift in revenue and 5,000 more attendees than forecast. Ladies Day achieved its highest post-pandemic attendance and the second highest in over a decade, reinforcing Aintree’s status as a premier sporting destination.
This year’s event successfully attracted a new generation of racegoers. A record 41 percent of attendees were aged 18 to 24, and this group delivered an exceptional Net Promoter Score of 63, well above the industry benchmark. This highlights Aintree’s unique ability to engage younger audiences while maintaining broad appeal.
As a venue, Aintree is unmatched. Steeped in history and home to the world’s most famous steeplechase, it continues to evolve into a modern, multi-purpose destination. From world-class racing to elevated hospitality and vibrant off-track entertainment, Aintree delivers exceptional experiences at every level.
With its blend of sporting tradition, innovation and commercial success, Aintree Racecourse continues to set the standard for what a truly outstanding sports venue can achieve.
Fulham Pier & The Riverside – Fulham FC
The Riverside is Fulham Football Club’s new world-class riverfront destination at Craven Cottage, taking matchdays and the fan experience to a whole new level. The architects have overcome major site constraints to create a sporting venue that delivers incredible spectator experiences, across General Admission and Hospitality, while also unlocking benefits for the local community.
Lord’s Cricket Ground (MCC) in partnership with Freemans Event Partners
In 2024, Lord’s Cricket Ground became the first UK sports venue to launch a fully integrated self-checkout F&B destination: the Food Village, developed in partnership with Freemans Event Partners. This pioneering, two-tier structure delivers a frictionless, fan-first food and beverage experience that matches the prestige of the Home of Cricket.
The Food Village features 20 self-service tills on the ground floor, offering hot meals, grab-and-go options, and high-street brands. The upper deck includes a semi-outdoor bar with sponsor activation space. The project was shaped by global research, including site visits to the Moody Center in Texas, “food safaris” across major cities and spectator feedback.
Designed for speed, autonomy, and sustainability, the Food Village uses FEP PAY self-checkout technology, carbon-labelled menus via Klimato, and a permanent build that eliminates thousands of vehicle miles annually.
Results include halved queue times, a 13% increase in average transaction value, and a 53% increase in low-carbon meal selections. By blending innovation with operational excellence, MCC and Freemans have redefined the stadium retail experience, setting a new benchmark for modern fan engagement at major sporting events.
Lucas Oil Stadium
In June 2024, USA Swimming redefined what’s possible for the sport by hosting the U.S. Olympic Team Trials – Swimming, presented by Lilly inside Lucas Oil Stadium, marking the first time a swim meet was held in an NFL venue. This bold move transformed a traditionally intimate event into a full-scale entertainment spectacle, setting new standards for fan engagement, innovation, and scale.
By leveraging the expansive stadium environment, USA Swimming created an immersive experience that blended sport, storytelling, and technology. A 70-foot “Blocks Walk” video board, center-hung scoreboard, pre-session light shows, and athlete-focused visuals brought new energy to the competition. Fans enjoyed a range of activations, including the USA Swimming House, warmup pool views, VIP speakeasies, and city-wide fan zones that celebrated the sport’s history and community.
The result was a record-breaking event that welcomed more than 285,000 fans over nine days, engaged a nationwide audience, and set new benchmarks for attendance, digital reach, and fan satisfaction. By reimagining how and where elite swimming is experienced, USA Swimming proved that the sport can captivate mainstream audiences and deliver live experiences on par with the biggest events
MGM Music Hall
The BLAST R6 Six Invitational 2025 marked a historic milestone for Rainbow Six Siege, celebrating its 10th anniversary with the first U.S.-hosted Invitational at Boston’s MGM Music Hall. As a collaboration between BLAST and Ubisoft, the event delivered an immersive fan-first experience blending esports, music, and culture. Highlights included a surprise live performance by rapper DDG and the reveal of Siege X, ushering in a new era for the game.
Viewership targets were exceeded with 16.6 million hours watched, a peak of 379,376 viewers, and 44.8 million total views, making it the second most-watched event in franchise history. The sold-out venue maximised fan engagement with branded installations, creator meet-and-greets, interactive booths, and impactful in-game drops. Commercially, BLAST partnered with Meet Boston to integrate the city’s identity across broadcasts, generating $20.1 million in economic impact, including $6.3M direct spend and $8.4M indirect impact.
The event attracted 211 pieces of media coverage, reaching an estimated cumulative audience of 998 million. By transforming a music venue into an esports spectacle, the Six Invitational 2025 set a new standard for venue-led esports experiences, proving the power of innovation and cultural integration in driving global fan engagement and industry legacy.
Parc des Princes, Paris
La Suite Novotel by ALL.com represents a bold rethinking of what hospitality can be – not confined to traditional hotel buildings but brought to life in unexpected spaces where meaning and emotion converge. It challenges the established boundaries of both hotel and stadium experiences, offering something genuinely new to fans, travellers, and loyalty members alike.
For Novotel, this project affirms the brand’s leadership in design, balance, and guest wellbeing – through transformative experiences that touch hearts and create memories. For ALL Accor, it reaffirms the power of experiential rewards to drive loyalty, brand advocacy, and meaningful engagement. And for the sports industry at large, it marks an important step toward a future where travel, sports, entertainment, and emotional resonance are no longer separate, but seamlessly interwoven.
In a world where attention is fleeting and choice is infinite, La Suite Novotel by ALL.com offers something rare: a moment worth remembering – and a reason to return.
Paris 2024 Olympic Games hospitality venues
TBA plc, appointed as the lead creative and delivery agency for the official in-venue hospitality experiences at the Paris 2024 Olympic Games, delivered end-to-end immersive and sustainable lounges across key Olympic and Paralympic venues, including Stade de France, Aquatics Center, Bercy Arena, and La Chapelle Arena.
At Stade de France—transformed into an Olympic hub for track and field, rugby 7s, and ceremonies—TBA redesigned 10 lounges and 50 boxes into dynamic, guest-focused spaces. Drawing from the official “Look of the Games,” the experience featured interactive VR, premium catering, athlete appearances, and live entertainment. Sustainability was central, with modular, reusable furniture and adaptive designs for both Games.
A brand look book ensured visual consistency across all sports venues, with assets now showcased at the IOC Museum in Lausanne.
This initiative elevated the in-venue guest experience, aligned with Paris 2024’s low-impact goals, and set a new benchmark in Olympic venue hospitality, paving the way for future events such as Milano Cortina 2026.
Principality Stadium
PMY Group is transforming how fans experience live events, delivering scalable, tech-driven solutions that elevate atmosphere, engagement, and operational excellence—regardless of location or sport. This case study showcases our work with the Welsh Rugby Union (WRU) at Principality Stadium, where we created a fully integrated fan experience for both the Men’s and Women’s Six Nations matches in early 2025.
At the heart of this success was PMY’s Experience division (powered by KOJO), which combined immersive AV, synchronised lighting and sound, real-time production controls, and storytelling rooted in cultural identity. From cinematic team entries to a show-stopping halftime performance, our in-house production model enabled seamless execution across back-to-back events.
The result? Over 100,000 fans engaged, the largest standalone crowd for a women’s rugby match at the venue, and glowing feedback from stakeholders and fans alike. More than a one-off success, this model is now being explored for broader application across venues seeking to elevate both men’s and women’s events—equally and sustainably.
With PMY’s integrated platform, any venue can transform match day into a milestone moment—delivering emotional resonance, operational precision, and lasting impact. This is not just about rugby. It’s about reimagining what’s possible in live sport and entertainment.
The Terrace at the American Express Stadium
The Terrace, the new fan experience at the American Express Stadium opened at the end of March 2025. Designed initially to improve the matchday experience for BHAFC fans, the brand-new digital sports bar experience is open for longer hours pre and post-match for supporters coming to the game, relieving pressure on transport and extending the matchday experience for all.
The Terrace has been a huge success with supporters on a matchday bringing fans together for longer on a matchday, getting together for away match screening and the use of the Terrace for fan events. It has already won plaudits for it’s technical build and digital experiences.
