FAQs

The stadium provides the RFU with 85% of its revenues, with all profits reinvested into the game of rugby across England, from grassroots right up to our national teams, and more locally in our surrounding communities across Richmond and Hounslow.

Like all stadia of its age the stadium needs a level of continual refurbishment. However, with the pitch and stands remaining empty for as many as 340 days a year, we need to look at other revenue streams to make these necessary improvements while still investing in the game.

To strengthen our financial footing, we are therefore exploring the potential of hosting more major non-sporting events, including concerts with a desire to attract the world’s biggest artists.

4. How many non-sporting event days do you want to host each year and how does this compare to other stadia?

Our focus is on attracting the world’s biggest international artists for concerts, although we are open to a range of different performances and events. Ultimately the more competitive we are against other stadia, the more selective we can be about who and what these are.

We also want to hear what you would like to see at the stadium and encourage you to provide us with your thoughts.

6. How have you decided on the number of non-sporting events you want to hold, and what stakeholders have you spoken to as part of this process?

Allianz Stadium has a long and successful history of holding non-sporting events. Over the years, it has played host to concerts by Depeche Mode, The Rolling Stones, Metallica, Beyonce and Lady Gaga, often attracting sell-out crowds.

We know from previous experience however that we are not competitive against other stadia and as such many international artists have gone elsewhere. We want to be in a position where we can therefore attract major international artists on a more consistent basis, and this means revisiting what we can offer to promoters.

Currently, we are limited to hosting no more than three concerts per year, each with a significantly reduced capacity (55,000 people compared to 82,000 people on rugby game days), with two mandated to be on a Saturday and with no single act able to play across three consecutive days.

By comparison, Wembley can host 32 non-sporting events per year and at full capacity (90,000 people), meaning it can provide the FA with greater flexibility and the opportunity to capture even more revenue to reinvest back into the game. It also means it can host a really varied set of events, catering to lots of different demographics and interests.

8. Would these changes to non-sporting event days be brought forward all at once?

We are working with one of the best architectural practices in the industry, as well as major concert promoters and organisers to develop designs that can ensure that Allianz Stadium remains a globally renowned venue – strengthening its connection with visitors, fans, and the local community.

While we remain at an early stage of the design process and are not yet ready to show anything publicly, we can set out the principles behind this work:

• Enhancing the fan zone experience with vibrant spaces, world-class entertainment, and diverse culinary options
• At the forefront of inclusive design – ensuring equitable experiences for all visitors through improved seating arrangements, seamless wayfinding, step-free circulation routes, and assistive technologies
• The in-stadium experience – improving the experience of all visitors by enhancing concourses, fan facilities, and overall stadium comfort
• Our hospitality offering – introducing state-of-the-art hospitality suites, premium lounges, and versatile spaces designed to cater to a wide range of audiences

12. What can you do to respond to the concerns of residents around match days?

We will shortly be submitting planning and licensing applications to increase the number of major non-sporting events we can host at the stadium. If approved, these changes would allow us to deliver improvements to local transport services over the coming years:

• Promotion of additional local stations – with 90% of rail journeys passing through Twickenham Station, enhancing event-day services at Whitton and Hounslow, along with better wayfinding and shuttle buses to Hounslow East, will encourage more spectators to use alternative stations and reduce congestion.
• Introduction of new wayfinding – to address the current lack of pedestrian signage along key walking routes between the stadium and local stations, we propose introducing fixed, branded signage to guide and improve pedestrian movement.
• Digital interventions – improved display of pre-event transport information on our website and mobile app, as well as enhanced digital signage, will help better promote shuttle buses and alternative stations, ensuring smoother navigation and reducing congestion for visitors.
• Optimisation of traffic management and pedestrian crossings – enhancing traffic and crowd management around the stadium would help reduce congestion and disruption. Key measures include promoting additional pedestrian crossings on the A316, improving shuttle bus operations, and optimising road closures to minimise delays and improve efficiency.