Skip to content

Monetize, commercialize and “Americanize” the stadiums of Europe? I say “Be careful what you ask for”

Jan 10, 2013, 9:02 AM EDT

Emirates Stadium

In terms of transfer news happening overnight – It’s not really “overnight” in Europe, see? So things, you know, “happen” – there were no big haymakers, only a few little jabs here and there.

In terms of potential U.S. players moving overseas, there wasn’t even that.

But one prominent newspaper took the opportunity to evaluate how a significant element of American sports definitely is being transferred overseas, if only bit by bit.

It’s the American ability to monetize a facility.

Personally, I do enjoy the older world European model, where a stadium is actually a place to play an athletic event, and for fans to actually get lost in an athletic event (rather than getting lost in a gooey bowl of nachos). You might get a beer or a hot chocolate before kickoff, and if you’re fast, you can sneak in a bonus refreshment at halftime. If you’re fast – because those lines inside the cramped concourses get long in a super-big hurry.

I don’t need to stock up on chicken tenders and all beef doggers or purchase bags full of memories. And I certainly don’t need to be up-sold the “premium experience,” whatever that is. (Jeezey-Pete, it’s a soccer game, not a Caribbean Cruise!)

But some people clearly like it and are willing to pay for it. Hence, the massive American football grounds with massive opportunity to throw down as much green as you darn well please. We enjoy our excess in American, and this is the reality of modern sports.

Now, the author of this piece in the Guardian, who works for a design firm that specializes in facility research, says Europeans are slowly getting better at emulating their American counterparts.

He uses Arsenal’s relatively new Emirates Stadium as an example, and says the new ground recently announced for AS Roma (you go, Michael Bradley!) will feature much of the same lucrative fancy-schmancy.

It’s not just the premium pricing where Americans excel, it’s also the overall commercialization aspect. Over here, of course, we probably are thinking, “Be careful what you ask for.”

Where I live, the big colossus of a football stadium includes a store just to sell freakin’ women’s panties. Panties! At a football stadium.

Any-who … here’s what Joshua Boren has to say about it in this morning’s Guardian (linked above).

Given the overall success of the business model it was only a matter of time before it was imported and replicated by overseas clubs seeking new – and renovated – stadiums. The most notable and easily recognizable example is that of Emirates Stadium, home of Arsenal and opened in 2006.

Emirates, boasting American influence and design elements, became the model for UEFA and other European clubs seeking ways to maximize revenue and better the overall fan experience. Emirates has been hailed for its success and has highlighted another area where clubs could compete beyond the pitch in the ever-growing arms war that is football; stadium development and commercial rights.

Latest Posts
  1. A Klinsmann Casualty? Juan Agudelo passed on by Wolverhampton

    Oct 21, 2014, 8:15 PM EDT

    Dutch Eredivisie - Roda JC Kerkrade v FC Utrecht AP

    One hopes Agudelo’s story will resonate with Jurgen Klinsmann.

  2. Steven Gerrard admits he denied move to Real Madrid and that it may haunt him in the future

    Oct 21, 2014, 7:15 PM EDT

    Switzerland Soccer Champions League AP

    “It might be something I regret down the line for not challenging myself,” said Gerrard.

  3. Sunderland players offer traveling fans refund for 8-0 romp at Southampton

    Oct 21, 2014, 5:50 PM EDT

    Jack Cork, Vito Mannone

    The players will shell out over $90,000 to cover the cost of the traveling fans.

  4. UEFA Champions League roundup: Bayern, Chelsea, Shakhtar go crazy on 40-goal night

    Oct 21, 2014, 5:10 PM EDT

    AS Roma v FC Bayern Muenchen - UEFA Champions League Getty Images

    40 goals were scored in eight games on Tuesday, as Groups E-H exploded into life.

  5. Chelsea 6-0 Maribor: Hazard brace keeps Blues atop Group G

    Oct 21, 2014, 5:01 PM EDT

    Britain Soccer Champions League

    A sensational ending to a sensational performance by Hazard and Chelsea as a whole.

  6. AS Roma 1-7 Bayern Munich: Sublime Bayern smash Roma to go five points clear in Group E

    Oct 21, 2014, 4:35 PM EDT

    Italy Soccer Champions League AP

    When Bayern Munich are firing on all cylinders, they are scary, scary sight.

  7. FOLLOW LIVE: At the half, Chelsea leading Maribor 3-0

    Oct 21, 2014, 3:49 PM EDT

    Britain Soccer Premier League AP

    Unlucky for Maribor. Comfortable for Chelsea.

  8. LIVE – Champions League half time update: Blowouts! Get your blowouts here!

    Oct 21, 2014, 3:42 PM EDT

    FBL-EUR-C1-SHAKHTAR-PORTO Getty Images

    Groups E-H are in action on Wednesday in Europe as eight games take place, and there are some gaudy score lines after just 45 minutes.

  9. FOLLOW LIVE: At the half, unstoppable Bayern Munich up 5-0 at Roma

    Oct 21, 2014, 3:36 PM EDT

    arjen_robben AP

    It’s an absolute shellacking going into half-time with Bayern giving a masterclass display in Roma.

  10. Philadelphia Union CEO heavily implies they have their long-term manager in Curtin

    Oct 21, 2014, 3:00 PM EDT

    Jim Curtin AP

    It’s the right move for Philly, especially given the man management shown by Curtin.

  11. Manuel Pellegrini upbeat, but Manchester City’s Champions League dreams fading

    Oct 21, 2014, 2:48 PM EDT

    Pellegrini defiant despite City blowing a 2-0 lead in Moscow.

  12. 22-year-old set to start for Arsenal as injury woes hit goalkeepers

    Oct 21, 2014, 2:07 PM EDT

    Arsenal Training Session Getty Images

    Missing Koscielny is a far bigger blow than having to start a 22-year-old, though.

  13. CSKA Moscow 2-2 Manchester City: Citizens blow 2-0 lead, Champions League hopes in ruin

    Oct 21, 2014, 2:01 PM EDT

    AP

    City chuck away 2-0 lead in Russian capital, as UCL hopes hang in the balance.

  14. PST’s Major League Soccer power rankings: Did Seattle, DC leapfrog LA?

    Oct 21, 2014, 1:21 PM EDT

    Aaron Schoenfeld, Justin Meram, Tyson Wahl AP

    We’re going to have to have a talk about the presupposed power of the superior West at some point soon.

  15. FOLLOW LIVE – At the half, Manchester City running riot in Russia

    Oct 21, 2014, 12:58 PM EDT

    FBL-EUR-C1-CSKA MOSCOW-MAN CITY FBL-EUR-C1-CSKA MOSCOW-MAN CITY

    City storming towards their first UCL win of the season in snowy Moscow.

  16. Bale, Ramos out against Liverpool; Welshman could also miss El Clasico

    Oct 21, 2014, 11:40 AM EDT

    gareth_bale Getty Images

    Is it enough to tip the scales for Liverpool, or will one of Real’s bevy of offensive stars step in to help stop the Reds’ European hopes?

  17. Spanish report: Manchester United’s Herrera implicated in 2011 La Liga match fix

    Oct 21, 2014, 10:47 AM EDT

    Manchester United v West Ham United - Premier League Getty Images

    A final week La Liga match in 2011 has been under investigation for a while, and now former Real Zaragoza player Herrera is under scrutiny.

  18. PST’s MLS Player of the Week: Heavy on Eastern Conference nominees

    Oct 21, 2014, 10:01 AM EDT

    DynamoNewEngland AP

    A trio of Columbus players joins a regular New England nominee to battle names like Barnes, Martins and Husidic for our weekly honors.

  19. Premier League Team of the Week: Find out who starred on Matchday 8

    Oct 21, 2014, 9:08 AM EDT

    Southampton v Sunderland - Premier League Getty Images

    Find out which players were selected for the Round 8 team of the week in the Premier League.

  20. FIFA official advocates late night start times for World Cup in Qatar

    Oct 21, 2014, 8:23 AM EDT

    Qatar 2022

    Harold Mayne-Nicholls’ plan would be a boon for US television viewers, but would it sit well with the players?

Featured video

Week 8: Saturday PL recap