Man City receive key approval for “immersive” experience next to Etihad Stadium

Manchester City's plans to transform the area around the Etihad Stadium into a year-round entertainment destination have received a significant boost after council planners recommended approval for a new ABBA-themed immersive venue.

The proposed attraction, which would host the internationally successful “Mamma Mia! The Party” experience, is set to be built in Medlock Square behind the stadium's expanded North Stand. 

If approved, the project would represent another major addition to the rapidly developing Etihad Campus, further strengthening Manchester City's ambition to create one of the UK's leading sports and entertainment districts.

The development has been brought forward through a partnership between Manchester City and entertainment company Pophouse Entertainment, the organisation behind similar venues in Stockholm and London.

What is planned next to the Etihad Stadium?

The proposal centres around a three-storey entertainment venue capable of hosting up to 600 guests per performance. 

Unlike a traditional theatre production, “Mamma Mia! The Party” combines live music, theatre and dining into an immersive experience inspired by the world of the hugely popular ABBA musical.

Guests would be transported to a fictional Greek taverna setting where performers interact with audiences throughout the evening before a live party atmosphere concludes the event.

According to planning documents, the venue would operate throughout the year rather than solely on Manchester City matchdays, helping to attract visitors to the area on a daily basis.

The project is expected to create around 150 jobs, while construction and ongoing operations are also likely to generate opportunities for local suppliers and businesses.

Manchester City Operations managing director Danny Wilson said the club had identified growing demand for immersive entertainment experiences in northern England and stressed that community benefits remained a key focus of the wider development strategy.

Why is the project important for Manchester City?

The proposal forms part of Manchester City's broader vision for the Etihad Campus, which has undergone significant expansion in recent years.

Alongside the redevelopment of the North Stand and the arrival of the nearby Co-op Live arena, the club has increasingly positioned the area as a destination capable of attracting visitors beyond football.

The strategy mirrors trends seen across global sports venues, where clubs and stadium operators are seeking to maximise revenue by creating year-round attractions rather than relying solely on matchday income.

Pophouse Entertainment chief executive Jessica Koravos highlighted Manchester's reputation as a centre for music and entertainment when explaining the decision to expand the concept outside London.

The original London production has proved extremely popular since opening, helping establish the format as one of the UK's most successful immersive entertainment experiences.

FGG says: The Etihad is becoming much more than a football stadium

Manchester City's investment in the area surrounding the Etihad Stadium continues to demonstrate how modern football clubs increasingly view themselves as entertainment businesses rather than simply sports organisations.

The proposed ABBA-themed venue may seem an unusual addition to a football stadium complex, but it fits perfectly with the wider strategy of attracting visitors throughout the year.

If approved, the project will create jobs, increase footfall and further strengthen East Manchester's transformation into one of the country's most ambitious leisure and entertainment districts. For City, it is another step towards turning the Etihad Campus into a destination that thrives every day of the week, not just on matchdays.