Arsenal’s long-term plans to expand the Emirates Stadium could include more than just extra seats inside the venue.
The club’s owners may look to explore ways to create a new kind of matchday experience that allows the Gunners' faithful to feel part of the action even when they are not inside the stadium itself.
Could Arsenal build a fan venue next to the Emirates Stadium?
According to football finance expert Kieran Maguire, Arsenal could eventually build an “immersive” fan venue next to the Emirates Stadium as part of future redevelopment plans.
The project would likely involve Cosm, a technology company backed by Gunners owner Stan Kroenke through his sports and entertainment empire (KSE).
Cosm venues use massive dome-like screens to create a “shared reality” environment where fans can watch live sporting events as though they were inside the stadium.
The concept has already been rolled out in the United States, including at large entertainment districts linked to Kroenke’s sports franchises, such as the SoFi Stadium complex.
With Arsenal exploring ways to increase the capacity of the Emirates to around 70,000, the idea would be to expand the matchday ecosystem beyond the stadium itself.
Maguire suggests these immersive venues could allow clubs to cater for far more supporters than traditional stadiums can accommodate.
FGG says: More clubs are exploring immersive venues
The technology has already attracted attention globally, with some investors envisioning experiences similar to the hugely popular ABBA Voyage, where audiences watch digital recreations in a shared space.
As a result, football clubs are now increasingly thinking beyond the traditional stadium model.
Large venues remain the centrepiece of matchday revenue, but immersive experiences could become the next stage as clubs look to monetise their global fanbases.
If Arsenal move forward with such a project, it would mirror an emerging trend across the sport. For example, Manchester City recently submitted planning proposals for a new entertainment venue near the Etihad Stadium that could host immersive events and experiences.
Whether Arsenal follow suit remains to be seen, but the idea highlights how top clubs are thinking about the much bigger picture when it comes to new stadium builds or even expansion, by turning matchday venues into year-round destinations for supporters.