Premium seating: Brentford want to capitalise on the big shift, as customers skip boxes and seek flexibility

15 April 2020

Photo: PR The new stadium of Brentford F.C. will offer some different VIP-packages compared to the classic access to corporate boxes and a three-course dinner.

Next season Brentford will move to their brand new stadium. Preparations are ongoing and one of the big tasks is to sell 2,900 premium seats.

James Parkinson, the club’s Commercial Director, is confident all 2,900 seats will be sold because the London side's modern concept is worlds away from prejudices about big corporate boxes, people in suits and three-course dinners.

“The premium seat members will be our foundation in the significant growth we expect to see across our matchday income,” says Parkinson

Kasper Kronenberg

To call it a bullet-proof concept would be too much, but James Parkinson firmly believes that Brentford FC — the Championship club located between the City of London and Heathrow Airport — should walk in the footsteps of other big clubs in the country who are overhauling the whole idea of upmarket dining on matchdays.

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