Ulster Rugby boost Affidea Stadium matchday experience for fans

Ulster Rugby supporters can look forward to an enhanced matchday experience this season, with a host of exciting new additions and improvements set to make visits to Affidea Stadium better than ever.

From new food and beverage options to enhanced fan entertainment, interactive experiences and an upgraded Fan Zone, there will be more reasons than ever to arrive early and make the most of matchdays for fans.

Following the launch of the club’s new partnership with Diageo, supporters will now be able to enjoy a wider range of beverages throughout the stadium, including Guinness, Guinness 0.0, Rockshore Lager and other favourites from the Diageo portfolio.

Fans will also notice the brand-new Rockshore Pop-Up Bar, creating another convenient location to grab a drink and soak up the atmosphere before kick-off.

The food offering has also been expanded for the new season, introducing new food trucks and a wider variety of meal options around the stadium.

The 2026 SVB LIVE Conference & Exhibition – focused on elevating the live experience across the sports and entertainment ecosystem – is being hosted at Everton FC’s Hill Dickinson Stadium on October 1st and 2nd, with an Opening Night Icebreaker at Liverpool FC’s Anfield Stadium on September 30th.

Meanwhile, the Fan Zone and Supporter Village have received a significant upgrade for the season ahead.

A new stage and big screen will become the focal point of the pre-match experience, giving supporters more opportunities to engage with the action before kick-off while creating an even bigger matchday atmosphere around the stadium.

Supporters will be able to connect their phones to the brand-new interactive pre-match light show, creating a stadium-wide display as the teams prepare to take the field. It’s a unique experience designed to build anticipation and create an unforgettable atmosphere ahead of kick-off.

Using their phones, fans will be able to submit live content and feature on the stadium screens throughout the game, creating a fresh and interactive twist on the traditional fan cam.

New Supporters Bar

The former Lineout Bar has been reimagined as The Supporters Bar, creating a dedicated home for supporters on matchdays.

Hosted by SUFTUM On Tour, the space will offer music, flag collection, fan activities and plenty of pre-match craic, making it the perfect place to meet friends and build the atmosphere before heading to your seat.

Partners and sponsors will be bringing even more activities to Affidea Stadium throughout the season.

From product sampling and giveaways to rugby challenges and family-friendly games, supporters of all ages will have plenty of opportunities to get involved before kick-off.

Ulster Rugby said:

With more entertainment, more food and drink options, and more ways to get involved than ever before, there’s never been a better time to arrive early and enjoy everything Affidea Stadium has to offer.

Join us this Friday night against Ospreys for a first glimpse of the new matchday experience, before the full programme launches at our opening URC fixture against Edinburgh on 25 September.

Source and images Ulster Rugby

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