PANSTADIA & ARENA MANAGEMENT WINTER 2013/14


A blueprint for successful stadium DEVelopment


Following on from the European Stadium Insight thought leadership published in 2011, KPMG’s Sports Advisory practice has teamed up with gmp Architects – a global leader in stadium architecture – to compile a new publication: A Blueprint for Successful Stadium Development. The scope of this report is to guide developers, clubs, associations and public authorities through the stadium development process.


E


urope has an ageing stadium population. The vast majority of


facilities were built more than four or even five decades ago. These venues are often outdated and unable to meet the expectations of today’s supporters, notably the corporate segment. The vast proportion of these stadiums is owned by the public sector. However, trends appear to show privately-owned stadiums outperforming publicly- owned ones. This is mainly due to the fact that publicly-owned stadiums of top European clubs are typically old, whilst some of the privately-owned stadiums have been recently built with great attention to revenue generating potential. Successful clubs aim to gain more control over their venues, which in turn is a key factor in stadium commercialisation, leading to a positive effect on operational incomes.


Average age and distribution of 20,000+ capacity stadiums.


With many stadiums now outdated, the need for new developments is unlikely to decrease and indeed further development in Europe is anticipated, especially as economic recovery takes root. Therefore the lessons of what can be done to increase the chances of successful stadium development are as important today as they have ever been.


The successful stadium development process


No two stadium projects are the same; however, the basic process by which stadiums are developed can be divided into five distinct phases. These are the development of a project vision; the planning and


Note: Stadium age denoted by year of opening and excludes major renovations. Collection in some countries was limited by the lack of available data, and may not exactly reflect the situation.


Source: KPMG Analysis


feasibility assessment; the permitting and design phase; the construction; and the hand over to operations. It is therefore of paramount importance to understand perfectly the interlinking relationship between different phases and expertise involved in order to guarantee the successful realisation of a new stadium development, or a major venue reconstruction.


Due to the high complexity and technicalities involved in a project such as a stadium, it is critical to engage – at the right time and at different stages


Baku Crystal Hall – Baku, Azerbaijan


Planned and built in less than a year thanks to the utilisation of a modular construction, Baku Crystal Hall is a spectacular 25,000-capacity indoor arena. Opened in April 2012, Baku Crystal Hall is already regarded as a new icon landmark of Azerbaijan’s capital.


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