Hull gates underscore value of stadium switch

The Tigers’ KC Stadium is one of 30 new grounds that have been built across the Premier League and Football League since 1990.

Among those that have brought huge benefits for the clubs involved are the Emirates Stadium, which has helped Arsenal more than double their matchday revenue to an average of £3.5m, and the Reebok Stadium, where Bolton Wanderers generate more than 40 per cent of their non broadcasting income from a combination of hospitality, hotel and office facilities.

However, in terms of boosting numbers through the turnstiles, Hull have been the biggest winners with Deloitte revealing the East Riding club have seen attendances soar by 77 per cent since moving from Boothferry Park in 2002.

Swansea City boast the next highest jump with a 58 per cent rise since switching from Vetch Field to the Liberty Stadium six years ago.

Mark Roberts, senior manager in the Sports Business Group at Deloitte, said: “The importance of appreciating and maximising the opportunities that a stadium can offer to clubs should become even greater with the introduction of UEFA’s financial fair play regulations.

“The need to balance expenditure against revenue will encourage clubs and their owners to invest further in the development of their venue and/or the land which immediately surrounds it.

“Venue owners should focus on assessing and calculating the return on investment that the wide array of potential opportunities could deliver for their facility.”

Brighton & Hove Albion are about to become the 31st club to open a new home in the past 21 years when the 22,500 capacity American Express-sponsored stadium makes its Football League bow this weekend when Doncaster Rovers are the visitors.

Roberts added: “The new stadium has the ability to expand further at a later stage. This may be sooner rather than later on the evidence of current demand which appears to be strong.

“The club has reported sales of 15,000 season tickets with all premium seats sold on five year deals and all of the venue’s executive boxes being snapped up within a week.”

Over the past 20 years, almost £3.5bn has been invested in clubs’ stadia and facilities in England, according to Deloitte, with capacities having grown by around 20 per cent over the past two decades.