Elevating the matchday experience for Burton Albion
The Brief
Burton Albion FC wanted to elevate the matchday experience by creating a dedicated fan zone where supporters could gather, eat, drink, and enjoy live entertainment before kick-off. The goal was to improve atmosphere, encourage earlier arrival, and increase engagement on matchdays – all with a solution that could adapt over time.
The Challenge
• Enhance the pre-match fan experience
• Increase dwell time and spend per head
• Deliver a solution quickly within stadium access constraints
• Allow for future expansion and flexibility
Traditional construction methods lacked the speed and adaptability required.
The Solution
Burton Albion selected a bespoke container solution delivered by BXD. The proposal stood out due to its flexibility, integrated canopy roof, and the ability to expand or reconfigure the space as demand grows – all backed by the confidence of working with a trusted partner.
The Build
The fan zone was created using three converted shipping containers, configured to form an enclosed and weather-protected space:
• Two large bars
• Two individual food units
• A live performance stage with integrated storage
A canopy roof, supplied and installed by BXD, unified the space, while third-party specialists completed the bar and catering fit out
Delivery + Experience
BXD managed the full project lifecycle – from concept and design through to build, installation, and aftercare. Clear communication, consistent project contacts, and regular progress updates ensured delivery against tight timescales and access limitations. From delivery on site to full activation.
The Impact
The fan zone has quickly become a core part of Burton Albion’s matchday operation:
• Improved matchday atmosphere
• Increased fan dwell time and spend
• Widely praised by supporters, partners, and caterers
• Now used for networking events and future community projects
The club is already exploring how the space can support further development.
Return on investment
While the final cost slightly exceeded initial expectations, the quality of the solution and its long-term value made the investment easy to justify. The fan zone has set a new benchmark for both fan experience and project delivery.
“The fan zone has exceeded all expectations and has helped us set a benchmark for quality of experience and project execution going forward.”
Would they recommend us?
Yes. Burton Albion has already showcased the fan zone to other football clubs in the region and would absolutely recommend BXD.
