As specialists in stadium hospitality fit-outs, we teamed up with Padded Seat, one of the UK’s leading stadium hospitality reviewers, to experience matchday hospitality at its best. And what better occasion than the Manchester Derby?

On a cold but dry December day in Manchester, we met outside the Etihad Stadium before heading inside, where the staff guided us to The Ardwick Suite—one of the hospitality spaces we built within the stadium. A festive touch awaited us at our table: a Christmas card, setting the tone for a premium experience.

Arriving early gave Padded Seat time to capture content before the crowds filled in. It wasn’t long before the space started to buzz—a sign of the growing demand for high-quality stadium hospitality. With most suites opening two hours before kick-off, more fans are choosing to arrive early, avoiding queues, enjoying great food and drinks, and soaking in the pre-match atmosphere.

Once the pre-meal content was shot, we sat down for a meal and chat finding out more about how Padded Seat became the most popular stadium hospitality reviewer on TikTok. From humble beginnings to a platform that has reviewed hundreds of hospitality experiences across the UK, their insight was invaluable.

We covered a lot of ground, and we couldn’t put everything into this blog, but these were the three biggest insights we took away from our discussion:

Investment in hospitality is growing.

Forward-thinking clubs are embracing hospitality growth, opening new spaces, upgrading existing ones, and constantly refining their offerings. But there are still clubs with huge untapped opportunities—clubs that could completely transform their matchday experience if they invested in the right way.

There’s a big difference between clubs that get it—and those that don’t.

You can instantly tell when a club has invested in quality. The difference in the build, design, and overall experience is clear as soon as you walk in. We spoke about our work at Accrington Stanley, a club that’s leading the way in hospitality, and how their setup impresses people the moment they step through the door. It proves that top-flight hospitality isn’t just for Premier League teams—every club should be raising their game.

Service makes all the difference.

Even the best-designed lounge won’t impress if the service isn’t up to scratch. At Manchester City, the hospitality staff were exceptional as always, but great service stands out even at smaller clubs, where passionate, engaged staff can elevate the experience and make a lasting impact.

Fans want more than just a seat in the stands—they’re looking for an immersive matchday experience. Across all levels of football, the demand for premium hospitality is on the rise, with more supporters opting for comfort, quality dining, and an exclusive atmosphere over standard admission. For clubs that invest wisely, the benefits are clear—most new hospitality suites recoup their costs within a year or two, depending on the club’s level. After that, they don’t just pay for themselves—they become major revenue drivers, enhancing the club’s financial sustainability while elevating the fan experience.

After enjoying a fantastic meal, we took our seats just outside The Ardwick Suite for the match. It was a great game, and at halftime, we headed back inside for a quick coffee and pie for content purposes of course before returning for the second half—where the red side of Manchester took the win.

When the final whistle blew, instead of rushing into the crowds and traffic, we headed back into The Ardwick for a post-match chat. This is what hospitality is all about—having the space to reflect on the game, enjoy a drink, and talk football.

As well as the football, we talked a bit more about stadium hospitality trends, marketing strategies, and the future of matchday experiences. With suites staying open for an hour after full-time, it’s the perfect way to end the day on a high note.With suites staying open for an hour or more after full-time, it’s the perfect way to round off the matchday experience.

A huge thanks to Padded Seat for joining us—it was a brilliant experience, and we walked away with some fantastic insights from one of the most experienced stadium hospitality reviewers in the UK.