ASM Global and London Stadium announce strategic partnership

ASM Global and London Stadium have announced a new, strategic partnership. ASM Global, the world’s leading producer of entertainment experiences, venue management and event strategy, will support on non-matchday content strategy for the Olympic legacy venue in East London, representing the company’s first stadium partnership in the UK.

The partnership will see ASM Global work collaboratively to support the programme of wide-ranging event content, adding to the Stadium’s already impressive calendar, as well as creating new commercial opportunities, building on its position as one of the world’s most high profile venues.

Originally built to host the London 2012 Olympic Games at Queen Elizabeth Olympic Park, London Stadium is the home of Premier League football club West Ham United, as well as UK Athletics.

With the second largest concert capacity stadium in the UK’s capital, London Stadium is a truly versatile venue which welcomes major live music concerts, with artists including Beyonce, The Rolling Stones, Foo Fighters, Red Hot Chili Peppers, Guns N’ Roses and many more.

Since becoming the ‘London Stadium’, it has hosted major world sporting events such as the 2015 Rugby World Cup and the London 2017 World Athletics Championships, with the return of Major League Baseball this summer as part of a multi-year deal for the capital, following the huge success of the 2019 London Series.

ALSD International 2023 is being hosted at Manchester City’s Etihad Stadium, October 9-10. Optimising revenue through New Builds, Renovations & Service Expansions is the key focus of this industry-leading event, with architecture & design, fan experience, hospitality, premium seating, sustainability and technology taking centre stage.

The move broadens ASM Global’s footprint in the UK and Europe, and with its unrivalled network and best-in-class operations, the company will further enhance the venue’s competitive position in-market. Through elevated non-matchday programming, ASM Global is committed to cementing London Stadium as a leading global venue for the very best in live experiences.

Graham Gilmore, CEO of London Stadium, said:

We have a fantastic reputation for hosting some of the biggest, best, and most diverse stadium events, which is evident across our incredible line up this summer. We are always looking to improve, and this partnership with ASM will help push us on to even greater possibilities, unlocking the huge potential of our venue.

Tom Lynch, Senior Vice President, Europe of ASM Global, said:

We’re delighted to announce London Stadium as ASM Global’s first UK stadium partner, joining our elite network of iconic, major event venues around the world. The venue has been ever present in the city’s consciousness since the 2012 Olympic Games and has proved itself as one of the best multi-purpose stadiums in Europe. It’s blessed with unique versatility for live events, with first-class hospitality, and unrivalled public transport connectivity, to create the best possible fan experience.

We are thrilled to be working with Graham and his team to continue to build on the Stadium’s stunning Olympic legacy, with world-class events and partnerships, on one of the most culturally-dynamic event campuses in Europe.

Tom Lynch, Senior Vice President, Europe, ASM Global, is a regular participant at ALSD International events. Speaking last at ALSD International 2022. Ben Scodeller, Club London Manager, West Ham United and Gary Bell, Commercial Director, London Stadium, are two of the almost 40 ALSD International Advisory Board members.

Tom Lynch – pictured left – Senior Vice President, Europe, ASM Global, is a regular participant at ALSD International events

London Stadium joins ASM Global’s network of more than 350 venues around the world, which hosts 20,000 events and welcomes 165 million guests every year. ASM Global has an unrivalled track record working with major stadia the world over, leveraging its global relationships in content, commercial rights, planning, technology, sustainability and fan experience. Other iconic stadia in ASM Global’s portfolio include Allegiant Stadium (Las Vegas), Caesars Superdome (New Orleans), US Bank Stadium (Minneapolis), NRG Park (Houston) and Friends Arena (Stockholm).

Sports Venue Business organises and delivers ALSD International – the leading event and 365 community for the Premium Seat & Hospitality sector – on behalf of the Association of Luxury Suite Directors (ALSD).

ALSD International 2023 is taking place at Etihad Stadium this October, with venue tours complimenting the high-level conference, exhibition and networking events. This year’s edition will also feature the inaugural ALSDI Tech Symposium and a Fan Experience breakout being delivered by IIFX.

#ALSDInternational – Europe’s leading event for the Premium Seat & Sports Hospitality sector

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