Arsenal, Club Level, UK

Sports and sports hospitality are fiercely competitive industries - and nowhere more so than in football. Fans’ expectations have changed dramatically over the years: no longer just a beautiful game, football is now a hub for corporate hospitality and business. In 2006, Arsenal Football Club realised they needed to re-define their standards to better meet the needs of fans and corporate clients. The simple truth was that customers expected more: more choice for dining and socialising, and more opportunities for hospitality. Ultimately, they wanted to feel more valued: confident that they were getting a first-rate experience for their money.


20.20 worked with Arsenal’s hospitality team to create a completely new entertainment experience that would appeal to customers at every level. The new dining and socialising areas were based on Arsenal’s ethos of ‘tradition with vision’, and featured the successes of the club’s most famous managers: Herbert Chapman and Arsene Wenger. The transformed environment included three new restaurants, two new member areas and a bar; providing entertainment options for all levels of spend, and more opportunities to fully engage with the Arsenal brand.


Arsenal’s new Club Level environment has literally revolutionised hospitality in stadia, and has become a benchmark in the sports and hospitality industries. The area has been a resounding success with football fans and corporate customers alike. Seats and restaurants were sold out for months at a time, and higher ticket sales and increased individual spend supports our success. To this day, Arsenal’s Club Level, the Diamond Lounge and the Woolwich Suite are regarded as industry benchmarks.