Project Details

Following Swansea City’s purchase of Liberty Stadium from the City & County of Swansea, IPW was appointed by the Club to advise on the potential development of the ground.

Our analysis included projecting latent ticket demand based on historic Club data, Premier League benchmark data and our proprietary in-house model to identify the optimum future stadium capacity. We also analysed the potential seating offer and recommended a new Premium Seating mix composition (from GA to Premium) and price points at the developed stadium. We also advised on opportunities to increase non-matchday revenues to drive higher returns for the Club.

We subsequently developed a detailed financial model to highlight the incremental net income driven by the recommended stadium investment, and advised on the potential to support debt based on alternative funding scenarios.

Project Lead

Tristan Pople
Associate Director