When stadium owners and club execs talk about boosting revenue, ticket sales usually top the list. But it’s not just team performance that drives those figures - the whole experience is in the mix.
And more often than not? Experience comes down to design.
Today’s supporters expect more - whether it’s a matchday that feels immersive, premium and personal or one that caters for the traditionalists in the stands, but still subtly delivers comfort, visibility, accessibility and atmosphere in a way that’s as seamless and intuitive as possible.
From versatile premium suites that impress guests and sponsors on matchdays and beyond to spatial strategies that reduce queues, improve flow and make every seat feel closer to the action, design has become one of the smartest ways to boost revenue, deliver stronger returns - and keep fans coming back.
Here at DT Sports, we know a thing or two about shaping stadium environments that perform on every level, with high-impact, multi-purpose, revenue-generating spaces delivered for some of the UK’s top clubs and venues.
So how exactly can smart design drive ticket sales and increase ROI?
Let’s dive deeper…
Design Tonic X Leeds United’s Gary Speed Suite & Lorimer’s Steakhouse
Fan Experience - The New Front Line for Ticket Sales
Supporters don’t turn up just for the ninety minutes anymore - matchday is a full experience, and expectations have changed.
That means that modern stadium design is more about creating an environment where fans want to stay longer, spend more and come back again than it is about squeezing in more seats - and the best stadiums are delivering just that.
After all, from the moment a supporter arrives, they’re engaging with the design of the venue - as they walk up to the gates and pass through ticket barriers; as they grab drinks and food and settle in the stands.
When all of that feels seamless, elevated and easy, you’re delivering more than just a place to watch a game - you’re creating a matchday that people want to relive.
But how do you get it right?
It’s about clear sightlines and comfortable seating. Strong acoustics that carry the crowd without turning into chaos. Spacious concourses that reduce queues and support easy movement.
Lighting, wayfinding and signage that keep people confident and stress-free.
And accessibility that’s been considered from the start, not patched in later.
Get these details right, and fans may not consciously notice them. But get them wrong, and they’ll remember.
Die-hard fans will always show up, but growing ticket sales means making the experience better for everyone else too; families, corporate guests, first-time supporters - these are the audiences where experience really matters, and where thoughtful design pays dividends.
Because when fans can focus fully on the match and revel in the energy and sense of belonging?
That’s when they come back - and bring others with them.
Design Tonic X West Bromwich Albion FC
Hospitality & Premium Spaces - The Club’s Commercial Engine
Delivering the highest yield per guest, well-designed hospitality suites, VIP lounges and private dining areas are among the most valuable real estate in the stadium - the places that turn one-off visits into long-term partnerships, and standard matchdays into lucrative commercial opportunities.
Playing such a major role in the club’s commercial arsenal, these spaces need to feel ultra-exclusive, immersive and aligned with brand identity - while also staying completely connected to the live action.
And they need to be multi-purpose too, with the ability to cater different groups and offer options away from matchdays.
Spaces like the iconic Millichip Suite at West Bromwich Albion show what’s possible when design is used to elevate the experience without losing connection to the club’s identity.
Here, the club needed a modern, premium and versatile setting that could flip effortlessly between matchday dining and midweek conferences and events, and our talented team delivered in signature DT Sports style, bringing an out-of-this-world space to life to a strict close-season deadline!
“Design Tonic delivered the ‘wow’ factor we were looking for, taking our vision and translating it into a stunning end product. Despite very strict timelines, the project was completed on time and within budget, and we are thrilled with the result. I can’t thank the team enough and look forward to working together again in the future.”
West Bromwich Albion FC
Now, dressed in deep, luxe tones, beautifully curated lighting and durable, high-end finishes, this is a smart, elegant and versatile suite that has unlocked new revenue potential and community engagement opportunities for the Club.
Our favourite flexible touch? It’s the clever mobile and flippable tables, chosen by our experts to give the West Brom staff the ability to reconfigure the room quickly and easily - zoning it to suit whoever’s coming through the doors next.
Design Tonic X YCCC - The Long Room & The Hawke Suite
At Headingley Stadium, the bar is set just as high.
In transforming The Long Room, we delivered a banqueting suite that respects the club’s long and illustrious heritage while embracing a new era of experiences, with a rich colour palette, layered textures and bold branding creating a space that feels as good as it looks.
And YCCC’s stunning Hawke Suite is another stand-out.
With just six weeks to deliver, the space was completely reimagined with club history front and centre - think elegant wood panelling, plush seating and considered acoustics combined with deep oak honour boards and heritage portraits - while bespoke cabinetry and hidden storage keep it versatile.
The truth is that, done right, these hospitality suites aren’t just a VIP perk - they’re core revenue streams that pay for themselves.
“The best part is hearing how the clubs often sell out these spaces - making that ROI model effective. That’s the difference great design can make.”
Amanda Cook, Design Tonic
Design Tonic X Seat Unique at Old Trafford
Where flow and function meet financial return
When we talk about ROI in stadium design, it’s not just about headline hospitality numbers, it’s also in the everyday details that shape how the stadium functions - and that starts with a smart spatial strategy.
Stadiums that are easy to navigate drive more value per visitor.
Clear entry points, intelligent wayfinding and smoother flows between gates, concourses, concessions and seating help everyone get where they’re going quicker, fans and staff alike, with shorter queues and better flow meaning less pressure on staff and more time spent by supporters in revenue-generating zones.
Every movement matters, and design is what makes it work - and it’s also what opens up whole new revenue streams, from concerts and conferences to dinners and exhibitions.
We’ve already talked about how flexible, future-ready interiors allow clubs to make more use of their hospitality spaces beyond matchdays - and that use extends to corporate and sponsor suites too, as well as dining zones.
Take the Seat Unique VIP dining box at Old Trafford, designed and delivered by DT Sports in just 12 days.
While premium and intimate enough for matchday guests, the space’s flexibility makes it just as suited to corporate hosting, branded activations or post-match interviews - delivering versatility without losing any of the luxe.
Likewise, multi-functional dining environments like the Eddie Gray and Peacock Suites at Elland Road aren’t just premium on game day, they’re valuable, commercial assets throughout the year - able to pivot into high-end event venues and deliver ROI even when the pitch is empty.
It’s this versatility, built in at design stage, that turns static spaces into revenue generators that get more from every square inch of your stadium.
Design Tonic X Adidas & Savvy - at Anfield, The Emirates & Old Trafford
Partnership Potential - the Commercial Value of Brand-Backed Design
Sponsor partnerships are another area where smart design plays a central role.
Premium sponsor suites created in collaboration with commercial partners go way beyond signage and branding - when done right, these should be fully immersive environments that elevate the partner’s presence, reinforce the club’s identity and deliver a truly memorable experience for every guest who walks through the doors, whether they’re there for matchdays, meetings or strategy sessions.
Take Adidas, for example - a brand deeply embedded in the culture and identity of elite football.
Working in close collaboration with Adidas, Savvy and three of the UK’s most legendary football clubs, our DT Sports team has delivered a trio of premium hospitality suites at Anfield, Old Trafford and the Emirates; each one tailored to its location, but united by a clear focus on brand storytelling, functionality and atmosphere.
At Anfield, a sleek, immersive hospitality environment blends subtle brand integration with premium comfort, with a mix of flexible furniture styles supporting both relaxed buffet dining and more formal events, while a feature kitchen and self-service bar maximises the space’s usability.
At Old Trafford, the DT Sports team transformed an existing space into a high-end branded hospitality suite that also functions as a working base for Adidas staff on matchdays.
The result? A commercially valuable, multi-purpose suite that goes beyond game day hosting to offer practical, day-to-day value too.
And at The Emirates, the Adidas suite delivers that same balance of function and finesse - with tactile surfaces, layered lighting and unmistakable branding combining for a hospitality experience that’s just as effective for entertaining guests as it is for building internal brand engagement.
These are environments that do much more than host - they deepen partnerships and deliver value in every direction, from matchday experiences to brand engagement and internal activation.
And of course, this type of ROI is not limited to sporting sponsors, as shown by our Seat Unique suite at Old Trafford, hosting VIPs on game days and brand activations, interviews and/or corporate gatherings during the week.
Because when great design makes a space work harder - for fans, partners and staff - it strengthens every part of the commercial model, offering long-term value that lasts way beyond a single season.
Design Tonic X Leeds United’s 1919 Suite
Long-Term Thinking, Long-Term Gains
For clubs and venue owners, the real power of stadium design isn’t just in an uplift on matchdays, it’s in the value that builds long after the final whistle.
Investing in high-quality, intelligent design creates environments that are built to last - with durable materials that reduce long-term maintenance costs, future-ready layouts that allow for versatility and stylish design choices that support sustainability, lower maintenance and are easily updated and repurposed later on.
It also gives your brand perception gets a boost, because a considered, premium stadium experience tells fans, players, partners and media that yours is a club with vision, ambition and standards.
And perhaps most crucially, it sets the stadium up for wider use.
From conferences and exhibitions to private hire and non-matchday events, the most commercially successful stadiums are the ones whose revenues evolve beyond ticket sales and even matchday takings alone - and great design is the key to doing just that.
