Matchday is no longer the primary growth engine for modern stadiums. The real opportunity lies in the 300+ days between fixtures – and for many venues, the revenue is there, but the visibility isn’t. This insight from Chapter’s Neil Kent explores the commercial gap that could define the next decade of stadium growth.
In an era where stadiums and major event venues are expected to be year-round commercial engines, the business models of many operators remain anchored to matchday revenue or singular event income. Yet the economic landscape of sport and live events is shifting quickly. Commercial revenue now often outpaces matchday revenue at the top level, with some clubs reporting that matchday income represents less than 20 per cent of total turnover, while other commercial and broadcast streams dominate.
This macro shift creates a clear revenue opportunity but also a visibility gap. Many venues are structurally capable of hosting non-matchday events, corporate experiences, tours and lifestyle programming, yet they lack the sustained market awareness and authority needed to drive consistent demand. This is where PR can play a part.
Effective public relations isn’t just an ancillary marketing function, it’s a strategic lever for shaping external perception, expanding influence, and embedding a venue into the decision-making ecosystem of bookers, sponsors, agents and influencers.
The visibility gap starts with brand awareness. PR extends beyond advertising spend; it secures earned media coverage, positions leadership in expert commentary, and creates third-party validation that amplifies trust. Studies show that companies with consistent, credible PR coverage are significantly more likely to build positive brand sentiment and top-of-mind awareness among audiences than those without. This directly influences commercial partnerships and long-term revenue streams.
While clubs such as Tottenham, Barcelona and Real Madrid have architected stadiums as diversified commercial ecosystems, and Man City have the ever-evolving Etihad Campus, many venues lack the sustained narrative presence required to fully monetise comparable assets.
For stadiums and venues, the commercial implications are tangible. Non-matchday revenues from concerts, conferences, hospitality packages and community programming often depend on being found att the right moment by event planners, agency buyers and corporate partners. Yet, if venues are absent from industry narratives, trade press and influencer channels, they are effectively invisible at the point of commercial consideration.
The authority gap compounds this visibility challenge. Visibility without authority drives short-term awareness but limited commercial traction; authority signals leadership within the sector, differentiates a venue in competitive procurements, and expands negotiating power with sponsors and partners. It’s this authority – validated by third-party voices and consistent presence in sector discourse – that shifts venues from being providers of space to being preferred partners in experiences and brand collaborations.
Investing in credible exposure shapes narrative over time, leading to measurable benefits in search visibility, share of voice, and market positioning. The Barcelona Principles, a recognised industry standard for PR effectiveness, emphasise outcomes and influence over simple output metrics, reinforcing the need for strategic, sustained activity rather than ad-hoc press releases or website blog posts.
There is also a digital dimension to this gap. AI-powered discovery systems increasingly prioritise brands with abundant, relevant mentions across credible sources. Without a proactive PR strategy that generates the right ecosystem of content and citations, venues risk under-indexing in the very channels where bookers and planners begin their research.
The opportunity cost is real. While top clubs and venues increasingly diversify through non-matchday programming and commercial activations – from concerts to corporate retreats – those without strong visibility and authority are left bidding for attention rather than shaping it. Successful diversification requires not just assets, but strategic narrative control that elevates a venue above its competitors.
In practical terms, closing the gap starts with defining the story a venue needs to tell: its unique commercial proposition, cultural relevance, community impact, and strategic positioning against peers. From there, disciplined measurement, aligned with industry standards like the Barcelona Principles, ensures activity translates into expanded awareness, improved share of voice, and ultimately, increased revenue streams.
In 2026 and beyond, I recommend venues to mind that gap. Closing it may well be the most impactful commercial decision a venue makes in the next five years.