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Top Trends in Corporate Suites and VIP Stadium Experiences in 2022

Over the past 20 years, the demand for bigger and state-of-the-art stadiums and arenas has increased worldwide. This demand has been fueled by the growth of the global sporting industry (estimated to represent US$620 billion in 2022) and the global entertainment and media industry (estimated to represent US$2.5 trillion in 2022), and most importantly, by fans who seek modern facilities, high-quality hospitality services, and more interactive experiences at live events.

Throughout 2022, stadiums and arenas are capitalizing on pent-up demand from fans and corporate partners eager to return to live events. As a result, premium seating options, including corporate suites, luxury boxes, and exclusive/VIP areas, have become a prime focus, as they represent a critical revenue source and an opportunity to increase the average spend per person by encouraging fans to pay more for enhanced experiences. So, what do fans expect from luxury suites and experiences, and what are stadiums doing to increase occupancy and boost profits?

Here is a list of some of the top trends in corporate suites and VIP stadium experiences in 2022:

  1. Modern Amenities

    Consumer expectations are constantly increasing, especially regarding corporate and luxury suites and VIP boxes. So, to provide an elevated experience worthy of a premium price tag, stadiums and arenas are undertaking refurbishment projects to equip their spaces with modern amenities, including private bar areas, ensuite restrooms, luxury furniture options as well as enhancing other aspects of the venue experience like parking, entry points, vantage points, signage, etc. From the $261 million (USD) renovation at Old Trafford to the $828 million (AUD) refurbishment of Sydney’s Allianz Stadium, no expenses are being spared in the refurbishment of stadiums and arenas to improve fan experiences.

  2. Cutting-Edge Technology

    From state-of-the-art audio-visual equipment, including the biggest and best screens and speakers, to high-speed WIFI, patrons expect corporate suites to be appointed with the latest and greatest technology. To meet consumer expectations, stadiums and arenas are undertaking digital transformation projects to improve their IT infrastructure and equipment and deliver a better experience for their VIP customers.

  3. Digital Touchpoints

    With people being more connected and reliant on technology, stadiums and arenas are turning to event automation to provide customers with more self-service online portals to manage their suite experience. From VIP box reservations, to catering and equipment ordering, to e-ticketing, to payments and more, online portals allow customers to manage all aspects of their booking within a click.

  4. Customer Data Management

    Data security and privacy is another key area of focus for venues. Stadiums and arenas are capturing sensitive information from customers every day and need to make sure that data is safely stored in their systems. As such, investment in cloud platforms that underlie strict security guidelines and hold industry security certifications like PCI-DSS, TISAX and ISO27001 are highly regarded.

  5. Shift Towards Sustainability

    Consumers are becoming increasingly aware of the environmental impacts of large venues and live events, so companies looking to book corporate suites and VIP experiences to entertain their clients must align themselves with venues that take action to reduce the overall emissions. As a result, there is a significant shift toward stadiums and event organizers implementing plans to minimize their carbon footprint both within and outside the venue (e.g., FIFA’s 2022 World Cup in Qatar). Stadiums and arenas take steps to improve their emissions, including utilizing solar energy, rainwater collection systems, and other measures like reusable packaging, paperless/digital tickets, electronic vehicle charging stations, etc.

  6. Reimagining Underused Spaces

    In addition to leveraging existing suites and boxes, stadiums and arenas are repurposing underused spaces of all shapes and sizes - both inside & outside the venue – and turning them into bookable rooms to maximize revenue, increase occupancy, and provide unique experiences for patrons. For example, the Chicago Cubs introduced a speak-easy-style bar in former storage space, and a locker room at Madison Square Gardens is now a luxury suite.

  7. Capitalizing on Non-Game Days

    To maximize revenue, venues are looking beyond game days/matchdays/event days to increase occupancy throughout the year. As a result, stadiums and arenas are promoting the use of their corporate and luxury suites for corporate functions like meetings, conferences, and team-building activities, as well as private functions like weddings, fundraising events, and other celebrations.

  8. Virtual Experiences

    When it comes to sporting events, aside from watching the game itself, stadiums and arenas are aiming to enhance the live event experience within corporate and VIP suites with online/virtual experiences, including in-game sports betting apps, Virtual Reality (VR) and Augmented Reality (AR) tools, and live statistics/data metrics (I.e., How far did that player travel to make the play? How far was that goal? Etc.).

    In addition, some venues are offering remote options for fans and corporate customers who cannot attend in person. For example, FC Barcelona’s Camp Nou has developed e-xperiences, including Livestream tours, virtual meetings, and online escape rooms.

  9. Premium Food & Beverage Offerings

    Corporate suites and VIP boxes guests expect more restaurant-quality food, and tailored menu options to enhance their overall in-stadium experience. Venues are revisiting their catering offerings, developing new menus featuring premium and rare wines as well as fine food. In addition, attendees expect various service offerings, including pre-purchased catering, in-seat ordering, and delivery.

  10. Unique Fan Experiences

    When it comes to sporting venues, be it an NFL or Premier League stadium or an NBA arena, fans have a special connection with the host venue because of their love of the associated sporting club. As such, many venues have started offering fan experiences that can be purchased as part of corporate hospitality packages, including guest appearances from star players. For example, Tottenham Hotspur offers a guided walking tour led by one of the club’s former football players, so fans can listen to stories of past and present while seeing different parts of the stadium.

  11. Inclusive Facilities

    Across the globe, stadiums and arenas are exploring new ways of making their live events more inclusive of supporting fans with diverse needs. From barrier-free entry points to audio signals, tactile signage, tactile floor tiles, and even dedicated sensory nooks/suites, there is a greater push for incorporating additional inclusive amenities throughout venues, as well as within corporate boxes and VIP suites.


While the “content” (i.e., the sporting match, the performance, etc.) was typically the sole focus of live entertainment, fans and corporate customers now expect more from the venue in terms of the facilities and the services they provide. To remain competitive and capitalize on the demand for live event attendance, stadiums and arenas must offer a seamless experience to their customers, starting from the initial booking request, to cutting edge on-site equipment, premium dining options, and high-quality service delivery.

This article was originally published in Venue Professional Magazine