Boom in stadium destination projects

Article posted by Coliseum, April 25^th, 2025

Image: KC Current

Stadiums are increasingly being built as part of destination developments which can deliver broad social and economic returns, according to a new study by Deloitte.

Deloitte said this trend has seen a renewed focus in recent years, as sports teams in regions such as North America, Europe, and Asia Pacific invest heavily in developing infrastructure.

In 2025, Deloitte predicts that over 300 global sports stadiums will have begun renovations or new builds.

Almost 50% of these new stadium infrastructure projects are expected to take place across North America and Europe, according to Deloitte.

The growth of stadium investment across Europe, primarily focused on soccer stadiums, attempts to attract a new wave of fans and could provide revenue diversification opportunities for the organizations setting out on these programs, Deloitte says.

Sports organizations can bring communities together, improve feelings of civic pride and cohesion, and further diversify the cultural offerings of a city.

Delivering a sports-led regeneration program using sports venues as anchors often requires collaboration with governments and other key stakeholders to help deliver strategic initiatives; engage with the community; and develop a sustainable, thriving development where people want to live and visit.

The smart stadium

Meanwhile, Deloitte said the next generation tends to consume sports in a digital-first manner, and their game-day experiences are often no different.

Some sports organizations are designing “smart stadium districts” that integrate advanced technology to personalize the fan experience.

The global smart stadium market is growing, with a 2024 market size of over US$8 billion, which is expected to reach more than US$38 billion by 2033.

The requirements for fan engagement are also changing, as Gen Z and Gen Alpha prefer shorter, more dynamic content.

Experiences are becoming a differentiator for organizations, as fans increasingly want value and will pay for greater experiences over material objects.

New builds are incorporating elements of gaming, merchandising operations, and designs that consider “second-screen syndrome,” in which the majority of fans tend to look at secondary screens while watching sports.

According to Deloitte research, 77% of sports fans surveyed say they’ve done at least one additional activity related to a game while watching a sporting event, including looking up stats, using social media, or betting.

New stadiums are using integrated technology to broadcast these elements, keeping a greater portion of fans’ focus within the stadium.

The next generation of fans will likely expect personalized, seamless, and on-demand experiences.

Stadium districts can incentivize fans to stay longer and enjoy different offerings including food, music and culture, as well as social spaces for different types of fans.

Sports organizations are building these districts to give local and visiting fans a premium experience and generating new touchpoints for them while they are in the area.

New technologies are streamlining purchasing by making it quicker to purchase, such as click and collect merchandise or food and beverage, as well as ticket software that can personalize messaging for each fan.

Additionally, fans are entering the stadium in new ways, often contributing to a more convenient fan experience. Mercedes-Benz Stadium partnered with Delta to create Fly-Through Lanes, which uses facial recognition to gain quick entry for fans visiting the stadium.

Infrastructure for women’s sports

And Deloitte says that as women’s sports continue to garner attention and rising valuations, organizations are beginning to focus more on women’s sport-specific infrastructure.

In the National Women’s Soccer League, the Kansas City Current christened their US$117 million riverfront stadium, CPKC Stadium, recognized as the first stadium built specifically for a women’s professional sports team.

Further increasing the socioeconomic impact of the stadium, plans have been approved for a US$650 million mixed-use development, including apartments, hotels, restaurants, and retailers, to be built alongside the soccer stadium.

The stadium is expected to generate almost US$50 million in annual economic impact to Kansas City.

Deloitte said that elite sports have emerged as a powerful catalyst for economic and social growth, which can align public and private investment agendas.

And in the near future, organizations could use their stadiums to help breach the boundaries of sports, entering into wider entertainment and digital offerings.

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