Allianz Stadium, Twickenham
IMPACT
We conducted market research at Allianz Stadium revealing high levels of customer satisfaction:
The Objective
Allianz Stadium, Twickenham is the iconic Home of England rugby, hosting some of the biggest fixtures in international rugby, with a seating capacity up to 82,000 fans.
Working in partnership with Twickenham Experience Ltd (TEL), our objective was to transform the fan experience with innovative ideas, enhanced food & beverage offerings, and cutting-edge payment solutions.
The Approach
We bring diverse street food outlets to all fixtures, from shredded duck wraps and curries bursting with flavour, to freshly made churros and bubbling prosecco. With 27 types of cuisine offered on average at each international fixture and over 50 outlets, fans have a wide variety of choice.
Responding to consumer demand, we launched a ground-breaking semi-permanent food outlet, Union 15 Bar & Grill. Eventgoers are served restaurant-quality food made with premium ingredients, from a varied menu including meat-free alternatives. Our menus are displayed on cutting-edge digital screens allowing for regular menu additions and engaging content.
As part of integrating high-street brands throughout our events, we introduced West Cornwall Pasty to Allianz Stadium. By placing several carts and kiosks inside the stadium we created a grab & go experience for customers offering the presence of a well-known brand they can trust and enjoy.
FEP-PAY partnered with TEL to create a fully cashless venue at Allianz Stadium, ensuring secure, consistent payments across all areas, including hospitality, merchandise outlets, and the World of Rugby Museum.
The rollout included strategic connectivity placement, industry-leading hardware such as EPOS tills, integrated card terminals, mobile POS, self-serve payment solutions, and an e-commerce gateway, with over 750 payment terminals deployed. During major fixtures, our multi-skilled helpdesk team is onsite, delivering 100% uptime during peak hours.
We enhance spectator communications by strategically placing branded collateral and utilising digital screens around the stadium, including food and drink maps, recycling stations, and key messaging to improve the overall event experience.
At the Women’s Six Nations Red Roses vs. Ireland game in 2024, we managed a successful influencer activation in partnership with Allianz Stadium. We collaborated with 14 creators who shared their matchday experiences with a combined following of 583,000 on Instagram. This initiative generated over 100 pieces of content, reaching 691,300 people and achieving over 1 million impressions whilst encouraging a wider demographic to watch and attend women’s rugby.
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