Our team completed a detailed research and strategy study for Stoke City, advising on the potential to develop and expand the (then) Britannia Stadium from its 27,500 capacity.
We used analysis of catchment demographics, Premier League attendance data and other industry benchmarks to model the latent demand in the market and determine the optimum capacity for the Stadium.
Following this recommendation, we subsequently developed a headline business and funding plan to inform a clear view of overall project affordability and payback periods. We also highlighted some of the key strategic/qualitative implications of increasing stadium capacity.
The expansion opened ahead of the 2017/18 season.