How stadiums are boosting on-site spend at concerts
In this article from IQ's Global Stadium Report, Eamonn Forde unpacks how venues are maximising revenue opportunities
Feature By IQ | 29 August 2025
Given the number of people they can hold, stadiums effectively reach small-city status when hosting concerts. As such, they require phenomenal infrastructure to ensure all needs are (literally) catered for.
As the stadium sector develops, so too do the techniques to increase per capita spend, ensuring lost revenue opportunities are minimised.
That spend is primarily around F&B and merchandise, although there are VIP and suite options offered as upsells at the ticket-buying stage. With multi-act stadium bills becoming more common,…
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