Stadiums as Year-Round Destinations, Not Just Match-Day Venues
The English football season is a long one, running from August to May, leaving only the summer months of June and July when many stadiums sit idle. Fans may think stadiums are constantly in use during the season, but they’re not.
Consider this: there’s usually only one game a week played – primarily at the weekend – and a hesitance to train on the ground and risk damaging the pitch. In reality, stadiums are only used for matches about 50 times a year each. There are 365 days in a year, so what happens for the other 315 days?
Some clubs use that time to make repairs or upgrades, but often they sit idle when they could be put to good use. Some are already a step ahead, but there’s room for others to catch up.
Here’s a deeper look at how clubs are reimagining their stadiums as all-year destinations and what that means for fans, communities and the wider economy.
Stadiums Already Being Proactive
Many stadiums across the UK already recognise the benefit of hosting other events on non-match days, whether on- or off-season. From restaurants, where you can easily get a seat on a non-game day, to concerts and community events, here are some examples:
Year-Round Restaurants
It doesn’t need to be game day to enjoy a meal at certain stadiums; the following have well-known and well-visited restaurants that are open year-round:
• Tottenham Hotspur Stadium - M Cafe
• Wembley Stadium - The White Horse
• American Express Community Stadium - The Terrace
Concerts
Football stadiums can seat capacity crowds, so it makes sense that concerts could be hosted there. While there is the danger of damage to the pitch (see Etihad Stadium below), they’re still huge revenue drivers and are a win for the venue and the public. These five stadiums host the biggest and best concerts:
• London Stadium
• Tottenham Hotspur Stadium
• Wembley Stadium
• Murrayfield Stadium
• Emirates Stadium
Community Events
Stadiums have a community feel, and some of them go a step further to promote the local community with selected events. Here are some examples:
• London Stadium - West Ham Legends tours
• Old Trafford - Manchester United Foundation charity health and education programs
• Goodison Park - Everton in the Community Annual Festival
• Stamford Bridge - Chelsea Foundation youth sports and education community workshops
The Stadiums That Set the Benchmark for the Future
Two stadiums are already setting the tone for what’s to come, offering more than just English football. They’re encouraging locals and tourists to treat the venue as an all-encompassing entertainment complex.
Tottenham Hotspur Stadium
In 2007, plans were put into motion to rebuild the
Tottenham Hotspur Stadium into a state-of-the-art stadium of the future. There were setbacks, including financial issues, pushback from locals and even riots, but in April 2019, it officially opened. While the name Tottenham Hotspur Stadium was intended to be a temporary one, it’s still waiting for a sponsor keen to secure naming rights.
The stadium is the largest in London and can seat just under 63,000 spectators. What’s unique about the stadium is the retractable pitch. In less than an hour, the pitch breaks into three pieces and is moved under the southern stadium seats. This leaves the space to host concerts, sports fixtures and large-scale public events.
Tottenham Hotspur Stadium can currently host 30 events a year that aren’t connected to the football club. These include NFL games, international rugby league and rugby union matches, hockey, boxing, go-karting and concerts. Beyoncé’s six-night stint in 2025 as part of her Cowboy Carter Tour attracted 275,399 fans.
Etihad Stadium
The City of Manchester Stadium – known as Etihad Stadium for sponsorship purposes – was originally built to host the 2002 Commonwealth Games. It’s now the home of Manchester City Football Club.
Numerous concerts have been held at the stadium during its off-season, with the Oasis 2005 concert setting an attendance record of 60,000 fans. Concerts took their toll on the pitch, and the first round of the 2008 season had to be played at Barnsley’s Oakwell Stadium as the pitch wasn’t ready. Concerts were subsequently banned at the venue; however, in 2011, the pitch was upgraded, and summer concerts were allowed again.
Oasis is also set to return in 2026, a major highlight for fans. Rugby league, rugby union and boxing events are also held at the stadium.
Plans are underway to build an adjoining hotel, expand the fan car park by 6,000 spaces and construct a second tier of seats at the north end to accommodate an additional 7,900 spectators. A Skybar linked to the hotel will host 450 premium guests during the season.
The Future of English Football Stadiums
Some stadiums are already on the right track, offering year-round dining options, concerts, other sporting games and community events. Promoting the venues as year-round entertainment hubs means they no longer need to sit idle for days on end.
Technology is going to play a key role in how football stadiums will operate and how to attract visitors on non-game days. Tottenham Hotspur Stadium already has a simulated F1 experience that uses the latest VR and AR technology.
There remains plenty of scope for new entertainment options. Stadium floors could be used for open-air cinemas, school eisteddfods, weddings, business functions and cosplay events. Don’t be surprised if one day stadiums might even operate under casino licences. This could open the door to allowing fans to play
the most popular UK slot games without driving far to one of the land-based casinos.
This shift in creating a year-round focus ensures that the future looks bright for English football stadiums. Tottenham Hotspur Stadium and Etihad Stadium are leading the charge with their modern year-round entertainment offerings, and others will likely follow. In the not-too-distant future, a day out in the UK could involve heading to one of its many football stadiums, regardless of whether there is a match or not.
