A blue-moon
moment to redefine
stadium strategy…

City Football Group
Etihad Stadium

About
Etihad Stadium, originally named City of Manchester Stadium, was built for the 2002 Commonwealth Games. Subsequently occupied by Manchester City FC from 2003, it has undergone several renovations and expansions, including state-of-the-art facilities.

Challenge
Fundamentally, the hospitality proposition and product range at the Etihad Stadium are strong. However, several areas felt tired, lacked character, and would benefit from renovation. The goal; to reinvigorate these spaces by infusing them with the distinctive personality of Manchester’s culture to deliver a significantly enhanced guest experience.

Solution
For the overarching idea to truly resonate with fans, wider audiences, and, most importantly, the Manchester community, thinking centred on developing a visual concept that genuinely reflected the local zeitgeist. By doing so, the strategy would capture the hearts and minds of the target audience and position the stadium front-of-mind for matchdays, cultural events, and social occasions alike, ultimately becoming a new icon of the city.

Disciplines
Brand and Experience Strategy / Narrative Origination / Name Origination / Brand Identity / Brand System / Signage / Wayfinding / Copywriting / Digital Design / Art Direction

Duration
02 Months

Benchmarking
The objective of this phase was to develop a broader understanding of the food, beverage, and entertainment landscape across the City of Manchester. Analysis covered a wide range of market segments, propositions, and price points. This insight would inform the future strategy for the stadium estate, enabling opportunities to be clearly identified and ultimately drive stronger engagement across the next generation of fan experiences throughout the Etihad campus.

The Bee's Knees
The bee has appeared on Manchester’s Coat of Arms since 1842. At the height of the city’s industrial era, when cotton mills were at their busiest, it came to symbolise Manchester’s industrious spirit, reflecting the hard work and determination of the worker bee itself.

In recent years, the bee has evolved into a powerful emblem of resilience and renewal, embraced by both long-standing residents and newcomers. These positive associations made it the natural choice to inspire the new MCFC hospitality brand, “Unbeatable”, a subtle nod to the character of the city, the success of the team on the pitch, and influencing the design DNA that runs through the product naming, identities, and revised interior architecture.

Evolution not Revolution
Observations of the stadium and wider estate showed that while premium products were performing exceptionally well, the general admission audience was comparatively underserved. Key areas in need of investment were identified, including concourses, kiosks, and the exterior fan zone. As a result, the tiering model was reworked to ensure there was something for everyone at every price point, allowing every demographic to enjoy a memorable and positive experience after any match or event.