Gtech Community Stadium

Gtech Stadium balances ambition with fanbase passion and commercial viability. The design was developed in step with a robust business model that also fully considered the club’s community initiatives, development of the player base, ultimate promotion and potential host for major events. For this reason, the stadium is Premier League and UEFA-compliant and played a host venue for the Women's European Championship.

Hospitality options were modelled out together with the club’s financial, marketing and catering teams to provide a wide range of offers, targeted to precise demographics. This involved creating schedules and models detailing occupation ratios, views from lounges and quality benchmarking to realistic targets.

The success of this study has meant that the club targeted sales early and almost sold out their hospitality months before completion.

By providing a joint venue, the stadium is built on a foundation of commercial viability. London Irish RFC will also be able to attract a larger supporter base within its original home catchment area. The stadium is only a few miles away from the club’s training base at Hazelwood, Sunbury, also designed by AFL.

The challenge of implementing joint branding for both clubs has been met through simple yet highly effective means. Lighting throughout the concourses can be changed quickly from red to green. The lounges also retain a neutrality while being unmistakeably unique to Brentford Stadium – a hexagonal motif appears throughout the interiors, both referencing The Bees and the angular venue itself.

Seat colouration is not club specific. Rather, it has been modelled out to produce the illusion of a stadium at full capacity. Originally designed for the benefit of broadcasted matches, the impact of the pandemic has further supported the use of this technique when reduced numbers of fans return to the stadium under social distancing regulations.

Supporters finally have a stadium that reflects their ambitions and passion for the future of Brentford FC, and London Irish RFC can return to their home turf.