What is a fan package in relation to stadiums?

A fan package in a stadium is a bundled product where tickets, benefits and experiences are sold together as one package. It can, for example, combine a match ticket with food and drink credits, merchandise, parking, lounge access or special experiences, so fans buy a “complete” matchday experience instead of many separate items.

The goal is both to make the buying process easier for fans and to increase average spend per guest for the club and the stadium.

Typical elements in a fan package

A fan package can include physical and digital elements, such as:

• Tickets in a specific section or hospitality area
• Food and beverage credits, set menus or complimentary serving
• Parking passes or public transport solutions
• Merchandise such as scarves, shirts or souvenir photos
• Experiences like early entry, stadium tours, meet‑and‑greets with legends or lounge access
• Digital benefits such as mobile tickets, app‑based discounts or exclusive video content
• Lower‑priced packages usually focus on savings and convenience, while higher‑priced ones add hospitality, exclusivity and extra experiences.

Read more interesting descriptions in our dictionary here

Who are fan packages for?

Fan packages can be designed for several segments:

• Families who want price certainty and to avoid buying everything separately
• Casual fans and tourists who want an “all‑in‑one” solution for a big match
• Season ticket holders who occasionally want extra perks and hospitality
• Corporate guests who need a streamlined solution for client or staff events
• Packages can apply to a single game, a small multi‑game plan or be part of wider travel packages including hotel and transport.

Examples of fan packages at English stadiums

Some examples from well‑known English clubs and partners:

Manchester United – North West Quadrant Ticket Plus (Old Trafford)

A hospitality‑style package with padded seats in the North West Quadrant, a concourse meal deal (hot food, drink, snack), official matchday programme, museum access on non‑matchdays and Megastore discount. Tickets are delivered via the official app and the product targets families and fans wanting an upgraded experience without a full lounge.

Liverpool FC – Match day lounges (Anfield)

Various hospitality packages (for example The Boot Room, Carlsberg Dugout, family or business‑focused lounges) combining a good match ticket with lounge access, buffet or street‑food style catering, complimentary drinks in defined periods, a match programme and often a visit from a Liverpool legend.

Chelsea FC – Platinum/elite hospitality (Stamford Bridge)

Packages where fans get luxury padded seats in the East Stand, a full multi‑course dining experience, included drinks, access to exclusive areas and often interaction with former players. These are clearly positioned as premium matchday experiences.

Watford FC – Sky Lounge Premium Ticket (Vicarage Road)

A premium ticket with private balcony seating in the Sky Lounge, complimentary beer, wine and soft drinks for a fixed time before kick‑off, plus tea and coffee throughout the day. The focus is a relaxed lounge environment and a simple “step‑up” option for fans who want more than standard tickets.

Tottenham Hotspur Stadium – Spurs Social bundle (selected matches)

A multi‑match bundle sold as a social experience with a set price per person for three fixtures, combining tickets and added benefits. It targets fans who want to secure several experiences in advance.

Premier League travel and match packages in general

Several official travel partners sell combined packages with match tickets, hotel stays and optional extras such as stadium tours, dining vouchers and merchandise, for clubs like Manchester United, Liverpool, Spurs and others.

These examples show how fan packages can range from family‑friendly “ticket + food” offers to full VIP experiences with lounge access, dining and legends.

Benefits for fans and venues

• For fans, well‑designed fan packages:
• Reduce decision fatigue (one solution instead of many small purchases)
• Often deliver better total value than buying each element separately
• Provide a curated experience with clear content, such as “family day”, “VIP day” or “legends in the lounge”

For clubs and stadiums, they:

• Increase average spend per guest and improve planning for catering and staffing
• Provide better data on fan behaviour and preferences through digital tickets and packages
• Create opportunities to cross‑sell season tickets, premium seats and future events

Short dictionary‑style definition

A fan package in stadiums is a bundled product where match tickets are combined with items such as food and drink, merchandise, parking and special experiences, and sold as a single package. The aim is to give fans an easy, complete matchday experience while increasing revenue and efficiency for the club and the stadium.

Are you interested in more concrete statistics? See the Stats & Records category here:

Do you need clearer explanations of venue‑related concepts? See the Stadiums & Arenas category here:

Do you need explanations of equipment and gear? See the Equipment & Gear category here: