Manchester United has appointed Elevate, a global sports and entertainment consulting firm, as its official hospitality partner starting with the 2026/27 season. The multi-year agreement aims to overhaul the club’s premium matchday offerings at Old Trafford, focusing on diversified dining and fan experience packages as the club pursues long-term commercial growth.
What is the scope of the partnership?
Beginning in the 2026/27 season, Elevate will manage and enhance Manchester United’s hospitality portfolio. According to an official club statement, the collaboration will introduce a wider range of price points and formats for matchday visitors. These include:
- In-stadium hospitality: Upgraded suite access and premium seating options.
- Dining experiences: Curated food and beverage services tailored for corporate and individual guests.
- Off-site venues: Pre-match hospitality events located within Manchester city center to extend the matchday experience.
- Exclusive access: Opportunities for fans to participate in stadium tours and behind-the-scenes activities.
The agreement also includes a social responsibility component, with the club committing to allocate a portion of these new hospitality tickets and experiences to local charities and community groups within the United Kingdom.
Why is Manchester United prioritizing hospitality?
The move reflects a broader trend in the Premier League where clubs are shifting focus toward high-margin, premium revenue streams to offset rising operational costs. Manchester United currently operates one of the most extensive hospitality programs in English football, but the partnership with Elevate signals a push to modernize these assets.
By outsourcing the strategic development of these products to a specialized firm like Elevate—which has previously worked with major entities such as the San Francisco 49ers and various international sporting events—the club aims to capture higher spending from both domestic and international fans. This strategy aligns with the club’s ongoing efforts to maximize commercial revenue, a necessary step under the Premier League’s Profit and Sustainability Rules (PSR), which limit how much a club can lose over a three-year cycle.
How does this compare to other Premier League strategies?
Manchester United is not alone in its pursuit of premium revenue. Several Premier League clubs have recently invested heavily in stadium infrastructure to boost hospitality capacity:
| Club | Strategy Focus |
|---|---|
| Manchester United | Third-party partnership (Elevate) for diversified premium packages. |
| Tottenham Hotspur | In-house luxury focus, utilizing the stadium for non-football revenue. |
| Liverpool FC | Expansion of Anfield’s main stand to increase premium seating inventory. |
While clubs like Tottenham Hotspur have focused on maximizing venue utility for year-round events, Manchester United’s partnership approach allows the club to tap into Elevate’s data-driven approach to fan engagement without necessarily bearing the full burden of operational design.
What happens next for matchday fans?
Fans should expect to see the new hospitality models roll out alongside the 2026/27 season ticketing process. The club has indicated that the rollout will be phased, with details on pricing and availability expected to be released in the coming months. For supporters, this means a shift toward a more tiered hospitality structure, designed to cater to a broader demographic of fans, ranging from standard corporate packages to high-end, exclusive fan experiences.
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