‘The Terrace’ topping to Amex ‘Albionisation’



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Brighton & Hove Albion will open new fan zone in spring Image: Brighton & Hove Albion

This coming spring will see the opening of ‘The Terrace’, the new fan zone at the American Express Stadium in Brighton and Hove, England (UK) – home of the Premier League team Brighton & Hove Albion F.C.

‘BRIGHTON & HOVE ALBION’ stated that this will complete the first phase of a further £40m worth of investment in a range of improvements across the site aimed at enhancing the matchday experience for the Albion supporters.

The opening of ‘The Terrace’ will also complete the first phase of improvements and upgrades that has also included new signage, wayfinding and branding which was installed at the stadium this Summer as part of the ongoing enhancement and ‘Albionisation’ of the stadium.

The Brighton & Hove Albion Football Club, commonly referred to as simply Brighton, is a professional football club based in Brighton and Hove, East Sussex, England. The club competes in the Premier League, the top tier of English football. The club’s home ground is the American Express Stadium.

The 31,876-capacity Falmer Stadium, currently known as the American Express Stadium for sponsorship reasons and more commonly referred to as the Amex, is a football stadium in Falmer, Brighton and Hove, East Sussex, England (UK). It serves as the home ground of the Brighton & Hove Albion F.C.

Brighton & Hove Albion will open new fan zone in springImage: Brighton & Hove Albion

‘BRIGHTON & HOVE ALBION’ further stated that the eagerly anticipated fan zone will be a brand-new, pre- and post-match sports bar experience with capacity for up to 1,000 fans in the colder months and the ability to expand outdoors and cater for up to 2,000 supporters in the warmer months – makes it the biggest in the Premier League.

Pointed out Paul Barber, Deputy Chairman and Chief Executive of Brighton & Hove Albion F.C., “I know our fans are looking forward to the opening of the new fan zone and are extremely excited to see these plans come to life. It is another incredibly generous investment by our Chairman Tony Bloom. ‘The Terrace’ will provide a brilliant addition to the matchday experience as a place to meet friends before and after the matches, watch live sport in a modern space and enjoy a wide variety of food and drink offerings. We will also be looking to utilize ‘The Terrace’ for a range of different events and occasions in between matches too providing a fantastic new venue for the fans, the community and the visitors to the City to enjoy.”

Added Barber, “We will be sharing further details between now and the Spring such as the opening times and the food offerings but we will work with the best local Sussex suppliers to provide a great range of options.”

Phase Two will see a new-look and redeveloped club store spanning across two levels as it undergoes its first major overhaul since the stadium opened its doors in 2011.

The club museum will relocate to a permanent base in the City Centre in 2026-2027 with further details to be announced in the Spring of 2025.

Brighton & Hove Albion will open new fan zone in springImage: Brighton & Hove Albion

‘The Terrace’ will become the new pre-turnstile bar serving the general admission (GA) ticket holders – one of the bar areas servicing supporters on the North Concourse will be renamed as the Dick’s Bar when the North Concourse is refurbished in the Summer of 2025.

A new set of steps adjacent to the current steps down from the coach park will be added during the same close season to manage the flow of fans before and after the match and will open for the 2025-2026 seasons.

Phase Three will see an additional 1901 Club area added to the North Stand which will help boost capacity at the Amex to 32,500 and is due to open in time for the 2026-2027 seasons.

The new hospitality area will offer a more pub-like vibe for the home fans only. Alongside the Dugout, those will be the only 1901 Club areas that will allow the fans to wear replica shirts and the new Members’ area will be specifically aimed at those fans who want to be at the heart of the atmosphere and show their support for the team.

As part of this work, the North Stand control box will relocate to the Northeast corner of the stadium and the big screen at the North end will be repositioned.

The other works planned will include the introduction of safe standing in the North Stand taking place in 2025 which the club recently confirmed and in 2027 the relocation of the away supporters into the Southwest corner of the Amex.

This will be in the space currently occupied by the Heineken Lounge and associated seating – with the new away area including safe standing for the visiting supporters.

The top-flight is notifying the fans now well in advance of the changes and have been in touch with all the affected ticket holders to advise that the supporter services will liaise with them to relocate their seats during the renewal phase for the 2027-2028 seasons, or in the case of 1901 Club Members, ahead of the 2026-2027 seasons in line with their five-yearly renewal window. The fans in both the areas should note that there is no need to take any action now.

Moving the away fans will create a new home fans area directly behind the goal at the South Stand end of the stadium and this is expected to include an additional safe standing area subject to the fan demand.

In addition to all the of the above works at the Amex the club will also be continuing work on plans to secure a permanent site for a new, purpose-built women’s stadium back in the City.

The 1901 Club is a membership program for the Brighton & Hove Albion Football Club fans. The club offers a premium matchday experience with access to the lounges, the private bars and seats with great views.

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