New Nissan Stadium extraordinary fan experience

Article posted by Coliseum, May 14^th, 2026

Image: Coliseum GSVA

Andy Bradshaw is a Senior Director with the National Football League (NFL) team Tennessee Titans (US). His job with the club right now is to oversee the premium contractual inventory.

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He informs, “I and my team are responsible to sell all of the Contractually Obligated Income (COI) products which is very important in terms of financing. So, for us, that is all of the suites, five different traditional suite products in the building and then all of our Studio Boxes. We have a little over 135 Studio Boxes in the New Nissan Stadium.”

Andy Bradshaw joined the Tennessee Titans in April 2021. In his time with the Titans Bradshaw has helped built out a new membership platform to improve both engagement and customer service for the premium partners, sold out all annual and rental suite inventory and has led the way from a premium perspective on the New Nissan Stadium project.

In an exclusive colloquy with ‘Coliseum’, Andy Bradshaw, Senior Director, Premium Sales and Development, Tennessee Titans, US, says that the New Nissan Stadium in Nashville (US) is going 100 percent personal seat license (PSL) He stated, “It is no use just trying to fit people into the most expensive product. One thing I have seen and noticed is our fans are educated. So, we really didn’t have to go through and re-educate or educate the market on what PSL is and then our ownership and leadership were very adamant about making sure that we were giving the fans the value that had been with us for a long time. So, one of the things that we did very early on in the sales process was that people knew that whatever they paid for their PSL when they acquired it they will have that utilized as a credit in the new building. That gave them some skin in the game and a really good start to selecting what they need in the new building as well.” What counts at the end is the fan experience.

Tennessee Titans

The Tennessee Titans are a professional American football team based in Nashville, Tennessee (US). They compete in the National Football League (NFL) as a member of the American Football Conference (AFC) South Division. The 69,143-capacity Nissan Stadium serves as their digs.

New Nissan Stadium

The 60,000-seat New Nissan Stadium is an indoor multipurpose stadium under construction in Nashville, Tennessee (US). Scheduled to open in the summer of 2027, it will replace the Nissan Stadium as the home venue for the Tennessee Titans of the National Football League (NFL).

Suite Products

Andy Bradshaw stated that the Nissan Stadium “is really isn’t premium. We have five different suite products at the New Nissan Stadium and we are actually going down as I mentioned to 130 suites in total. But each of them will feel different around the building and having access to different club spaces and also different kinds of people and we also have the Studio Box products.”

Owner Suites

He continued, “There are not many Owner Suites in the New Nissan Stadium as they are very expensive. But what we have found is that if you have a product that truly fits what people are looking for it is like giving them access to a lot of really unique benefits. The great thing for us is we have a ton of concerts and events that will come into the New Nissan Stadium to be able to give these people access to the suite or the Owner Suite rather the whole year. They are willing to pay a pretty penny for it and are willing to commit to a lot of terms for it as well. We knocked out in just under three months 23 Owner Suites.”

Studio Boxes

“We just do not want to fit people into the most expensive product. We do have less suites in the new building but we are introducing a whole new line of products with Theater Boxes or Studio Boxes and other things and so the big focus for us was to bring them to the sales center and sit down and really understand what made sense for the fans – for their family or for their business – and then finding the right product that fit for those needs.”

‘Titans House’

The ‘Titans House’ is the New Nissan Stadium experience center and is packed with technology – “It is called ‘Titans House’ because the goal is to make it feel like you are having a conversation with somebody literally in their home – very casual and not a very high-pressure sales environment. But for us it’s been immensely powerful. It is really about giving the fans a full picture of what the gameday or the event experience looks like.”

Learning Early

Added Bradshaw, “A great example for us here is that we learnt very early on that we really didn’t have enough premium because things started selling very well but where our process started is we did start at some of our higher dollar items first in some of the different areas of the building but being able to get ahead of it and realizing we do have some options in certain areas to actually add some premium spaces that we knew that started the trend. And people really liking and enjoying and also the numbers that we started out with today or we have today we ended up adding almost 30 Studio Boxes and we ended up adding an area of suites for the positive feedback that we got.”

Field Level Suites

“The New Nissan Stadium has 11 field level Suites. Nashville gets great events so for us football is just going to be a small part of the new stadium and having anywhere from 40-50 events a year. We are going to be creating a destination for the people.”

Sales Mantra

“The sales strategy to be successful one should offer unique experiences to the fans, provide world-class food and beverage options, great premium platform, 365-days-a-year destination, and then you are selling lot more than just the Boxes itself.”

Closing Thoughts

Andy Bradshaw summed up by stating, “It’s the fan experience that counts. Seeing someone entering your campus it is part of the experience from the moment that they are getting out of the car parking and have a tailgating type of experience in the long run on campus to get people access to all these great shops and bars but also a great spot to be able to go and tailgate and we are doing that on campus with a 21-acre park that’s going to go where our current stadium sits right now and basically extend all the way down to the waterfront. And coming up on gameday that is going to be one of the lively spots to be.”

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