To close the Coliseum Summit EUROPE 2026 at Fulham Pier, something unusual happened. For the first time at a stadium and arena business event, Coliseum invited the people who ultimately define the success of every venue, but are rarely heard in such settings: the fans.
Over two days, the Summit had brought together industry leaders to discuss the future of stadiums and arenas. Topics ranged from fan experience and premium offerings to technology, design, and new revenue streams. Case studies showcased innovation, growth, and the continuous evolution of the modern venue. And then came the closing session.
The Fan Talk
On stage were four supporters, Jonathan Burchill, Matt Gannon, Paul Wilson, and Simon Duke, sharing their honest perspectives on their clubs and their stadiums. No slides, no commercial agenda, no filters. What followed was not a repetition of what had been discussed over the previous two days. In many ways, it was the opposite.
Two of the fans spoke about something that cannot easily be measured in data or dashboards: identity. Moving into a new stadium, while commercially and operationally successful, had come at a cost. The sense of belonging, the familiarity, the raw character of the old ground, elements that had defined their matchday experience, were suddenly gone. One fan described how, in the early days after the move, even opponents seemed less intimidated. The atmosphere had changed. The edge had softened.
Another raised a different but equally important point: affordability. His season ticket price had increased twelvefold after the move to the new stadium. A stark reminder that while new venues often unlock new revenue opportunities, they can also change who the stadium is truly for.
A third fan spoke about expectations, and disappointment. Promises made during the transition to a new venue had not been fully delivered. The result was not just frustration, but a feeling of being left behind in a process that was supposed to benefit the supporters. None of these perspectives were dramatic. They were calm, honest, and grounded in personal experience. And that is exactly what made them so powerful. For many in the room, this was a moment of reflection. After two days of discussing how to optimise, monetise, and modernise stadiums, the Fan Talk brought the conversation back to a simple but fundamental question: Who are we really building these venues for?
The response from the audience was overwhelmingly positive. Not because the fans confirmed existing strategies, but because they challenged them. It became clear that while the industry continues to push forward with innovation, technology, and commercial growth, there remains a need to stay closely connected to the emotional core of sport. The atmosphere, the identity, the sense of belonging, these are not secondary factors. They are central to the long-term success of any venue. The Fan Talk proved that there is value in listening more closely. And perhaps more importantly, in listening earlier.
Following the strong reception of this session, Coliseum has confirmed that the Fan Talk will return at the Coliseum Summit EUROPE 2027, scheduled for March 23–24 in London. Because sometimes, the most important insights do not come from the stage. They come from the seats.
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