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#SBS23 Guest Spotlight: Leicester City FC

Ahead of TheStadiumBusiness Summit 2023Alistair SpiersHead of Sales at Leicester City, shares his thoughts on the current state of the stadium and events marketplace, and discusses the Premier League football club’s plans to redevelop King Power Stadium.

Spiers joined City in January 2020 and, in his current role, heads up the club’s ticketing and hospitality departments and drives the commercial strategy for stadium development.

His sports industry career includes spells as Head of Commercial Engagement at the America’s Cup Event Authority for the 35th edition of the sailing event; Director of Hospitality and B2B Ticketing at Paris Saint-Germain; Head of Hospitality at Tottenham Hotspur; and Sales Manager for Club Wembley.

TheStadiumBusiness: What are the key current challenges and opportunities in the stadium and events marketplace?

Alistair Spiers: “The biggest challenge is innovation – how to constantly refresh your offer to keep it relevant and interesting to existing and new clients. If you’re standing still and keep doing the same thing season after season, you are falling behind!”

TSB: What are the most interesting trends you are witnessing in the stadium and events sector?

AS: “There is a big focus right now on the Premium GA offer in matchday hospitality, bridging the gap between the fan buying a match ticket and a corporate client.

“In many stadia, new spaces are being designed and reconfigured to offer an upgraded experience that sits between the often overcrowded GA concourse and the buffet/three course meal offer in hospitality.”

TSB: What’s on the roadmap for Leicester City and the King Power Stadium over the next six to 12 months? What is the current state of play on the stadium redevelopment project?

AS: “The addition of 8,000 new seats in the East Stand has received planning permission but is still with the Council to approve the final project details, so that is at least two years away from being operational.

“In the short term, next season is all about continuing to refresh our matchday offers and have a renewed focus on how we can engage with our boxholders and seasonal hospitality clients outside of matchdays through a series of 1884 Club events.”

TSB: What are you looking forward to most about the Summit?

AS: “Catching up with industry friends and former colleagues, sharing ideas and future plans and picking up some new ideas!”