- March 10, 2025
- Posted by: SportsV
- Categories: Case Studies, Featured Articles, Features, Home News, Industry News, News, Press Releases
Brighton & Hove Albion Football Club has announced that The Terrace, a new fan experience at American Express Stadium, is set to officially open on Tuesday 1 April for the club’s Premier League match against Aston Villa.
On a matchday it will be known as the Heineken Fan Zone at The Terrace – a brand-new digital sports bar experience that will be open for longer hours pre and post-match for supporters coming to the game.
Acting as an indoor/outdoor space for up to 3,000 people, makes it the biggest in the English Premier League.
Heineken are extending their partnership as naming-rights holders of the matchday fan zone and working with the club to create a world-class fan experience pre and post-match.
Richard Campbell, Trading Director at Heineken UK said:
“We’re delighted to be expanding our sponsorship of Brighton & Hove Albion FC by partnering together to create the new Heineken Fan Zone.
“Just like the team at the American Express Stadium we are always looking at how we can elevate the fan experience, and The Terrace will be the perfect place to do just that.
“We’re looking forward to seeing supporters old and new enjoying our beers and ciders whilst celebrating an Albion matchday.”
The opening of The Terrace, a multi-million-pound development, will complete the first phase of £40m worth of investment in a range of improvements across the site – including new signage, way finding and branding – all aimed at improving the matchday experience for Albion supporters.
Brighton & Hove Albion Deputy Chairman and Chief Executive, Paul Barber, said:
“The Terrace will provide a brilliant addition to the matchday experience.”
The SVB LIVE series of events focus on elevating the live experience through Architecture & Design, Commercialisation, Customer Journey, Fan & Premium Experience, Hospitality, Interiors & Fit-Out, Sustainability and Technology. The 2025 SVB LIVE Conference & Exhibition is being held at Villa Park, home of Aston Villa FC, on October 6th and 7th.
What to expect on a matchday:
American Express Clubhouse
On the mezzanine level of the Heineken Fan Zone will be the American Express Clubhouse, available to all American Express® Cardmembers along with up to three guests for each matchday (on a first-come, first-served basis) for fans wanting to immerse themselves in the matchday atmosphere.
After the match, the Heineken Fan Zone and the American Express Clubhouse area will remain open for fans to socialise, watch the late kick-off or enjoy entertainment on the stage.
Commenting on The Terrace, Aaron Burke, VP of Global Brand Sponsorships at American Express said:
“We couldn’t be more excited to partner on The Terrace at the American Express Stadium™ and to extend our longstanding relationship with Brighton & Hove Albion FC.
“We love nothing more than granting special access and creating unforgettable moments for our Cardmembers and for Albion fans. So, we are thrilled to be launching the American Express Clubhouse – a dedicated, elevated space for Amex® Cardmembers and their guests before and after every match on the upper level of the Heineken Fan Zone – to ensure that the matchday experience will be even better.”
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