Oxford United announces brand experience partner for new stadium design

Oxford United Football Club has appointed creative agency 20.20 Ltd to create a unique identity and experience strategy for its proposed new 16,000 capacity stadium. 

20.20 is a leading brand experience consultancy specialising in supporter engagement and research, brand positioning, brand communication and hospitality design. It’s renowned for creating memorable destinations that fans feel connected to via storytelling.

It strongly emphasises fan feedback to draw on real-life experiences for inspiration. So far, the agency has completed extensive market analysis and trend research and engaged the local Oxford community via online surveys, in-person vox pops and in-depth interviews.

The agency is a pioneer in creating successful matchday experiences and has worked with some of the world’s biggest football clubs including Arsenal, Manchester City and Liverpool FC.

The plans to build a multi-purpose stadium on land known as the Triangle, near Kidlington, include a 180-bed hotel, restaurant, conference centre, health & wellbeing space, gym and a community plaza.

Working closely with Oxford United, 20.20 will develop an identity that reflects the club’s modern and inclusive vision for the venue and incorporates its history and heritage, whilst also placing the guest experience at the very heart of the venue.

Adam Benson, Chief Commercial & Marketing Officer at Oxford United, said:

Our ambition is to build an Oxfordshire landmark, which instils community pride whilst being accessible and inviting for all who visit.

We want fans and visitors to identify with the new stadium designs and are drawing upon real-life experiences to inform decisions. 

Moving from the Kassam to our new home in Kidlington will be a significant change. However, fans can rest assured the new designs will respect our heritage and club culture.

20.20 has an excellent track record of creating meaningful brand identities and destinations that resonate with people. They have worked on some of the most exciting projects in sport, so they are the perfect partner to support our ambition of creating an internationally recognised, award-winning new stadium.

Jon Lee, Creative Director of 20.20 Limited, added:

We’re thrilled to be part of the incredible team to create a best-in-class venue for Oxford and Oxford United. We can’t wait to share more as the project unfolds.

AFL Architects is leading the stadium design, with Ridge and Partners LLP, Mott MacDonald and Fabrik among the project team.

20.20 is a sponsor for next month’s SVB LIVE Conference & Exhibition with a focus on elevating and innovating the live experience through architecture & design, customer journey, fan experience, hospitality, premium sales & service, technology, sustainability and venue commercialisation. 20.20’s Jon Lee will be sharing insights during the conference.

New stadium scoops deal of the year award

Oxford United’s proposed new stadium project has been recognised at another industry awards ceremony by winning the Deal of the Year category at the OxPropFest Awards.

More than 300 leaders from Oxfordshire’s property, science and innovation sectors attended the black-tie ceremony, which was celebrating its seventh year at the historic Keble College in the city centre.

The new stadium’s approach to corporate social responsibility, its positive contribution to climate change, biodiversity, green space, the environment and its community were sighted as key reasons behind receiving the award.

The project’s commitment to inclusion, diversity and local collaboration was also recognised with entrants asked to showcase a deal, transaction or agreement which has positively changed the course of an organisation in the last year.

It marks the second time the Club’s new stadium project has been recognised after it scooped the ESG Strategy Award in July at the Constructing Excellence SECBE Awards.

Jonathon Clarke, Development Director at Oxford United, accepted the award on behalf of the Club.

Source & imagery, courtesy: Oxford United

Sports Venue Business has launched a raft of new offerings under the SVB LIVE banner, including Networking Events & Webinars, culminating in the SVB LIVE Conference & Exhibition, being held at Croke Park in Dublin, Ireland, on October 9th and 10th, with an Opening Night Icebreaker at Aviva Stadium on October 8th.