Southampton FC Fan Zone

In the world of sports, the matchday experience is as important as the game itself. Fans travel from near and far, and their experience before, during, and after the match plays a crucial role in their overall enjoyment—win or lose.

Southampton Football Club wanted to elevate this experience by creating a dedicated space for their fans. They approached us with a challenge: to design and build a new fan zone at the Northam Stand—home to the club’s most passionate supporters. With a capacity of 10,000 die-hard fans, the Northam Stand is the heart and soul of St Mary’s Stadium. It was clear that such a dedicated, energetic fanbase deserved a space to come together, both before and after the match.

Working closely with Southampton FC, we designed and built a bespoke fan zone that would serve as the ultimate pre- and post-match destination. The 35m x 15m structure includes a stage, raised platforms, bars, and large screens—everything fans need to extend their matchday experience.

To reflect the club’s identity, we tailored the design with a striking red finish on our signature black steel frame, ensuring the fan zone not only stands out but also complements the vibrant Southampton FC branding.

The fan zone, with a capacity of 700, quickly became more than just a space to gather—it also became a valuable revenue stream for the club. The result has been a noticeable increase in the amount of time fans spend at St Mary’s on matchdays. Regardless of the final score, supporters can now enjoy live music, star interviews, and match highlights on a seven-meter screen inside the Northam Fan Zone.

Described by many as one of the most innovative additions to the Premier League matchday experience, the fan zone has set a new standard for fan engagement. It’s a dynamic space that fosters a sense of community while also providing an exciting, immersive atmosphere that enhances the overall matchday experience.

The Northam Fan Zone has become more than just a place to pass time before the game; it’s a central hub for Southampton FC’s fans to build community and excitement. Its success demonstrates how a carefully designed fan experience can extend the matchday atmosphere and generate significant benefits both in terms of fan satisfaction and club revenue.