Enhance spectator experience with bespoke marquee solutions
When it comes to creating an unforgettable experience for sports fans, fanzones play a pivotal role. They provide an ideal setting for fans to immerse themselves in the atmosphere of a major sporting event. Fanzones can be used for a wide range of sporting events including football, rugby and other mass-participation sporting events like marathons and large cycling events. In this article, we explore fanzones, their advantages, and the best options for creating a temporary fanzone by using clearspan marquees. We also cover how placemaking and brand activations can help enhance your fanzone and overall spectator experience.
What are Fan zones
Fanzones allow sports fans to experience the atmosphere of your event from outside the stadium or main venue, before, durring and after the event. They are often located in a public space where the event can be broadcast live, or close to the venue so everyone is part of the action. Providing safe spaces for supporters to watch your event can build a sense of community and enhance fan experience on the day and extend the experience of the event.
Implementing fan zones at your event means spectators can engage with their favourite sports teams, socialise with other fans and enjoy VIP hospitality. Consequently, they often spend more time either at the ground before and after the event. This creates an opportunity for venues to generate further revenue during a sporting event by selling food, drinks and merchandise or offering premium experiences. Alternatively, a fan zone can be created away from the stadium in a market square or large park. This is a good solution for European and World Cup football competitions or major events like the Olympics.
Why are fanzones key to match day revenue and experience
According to a YouGov survey, on average 24% of respondents travel to sporting events to enjoy entertainment beyond the sporting event itself. Interestingly, of fans who travel for sport, live music (38%) and food truck stands (35%) are ranked as the top two reasons to travel to events. Additional revenue streams such as food and beverage, VIP hospitality (pre and post-match), together with family friendly activities at fanzones all help to increase matchday revenue and dwell time. This takes a 90 minute match to a full day experience. Ultimately, the fanzone provides the bridge between “home” and the “stadium”. The example below is from the Arnold Clark “Legends Lounge” at Murrayfield Stadium which offers a premium matchday experience with guest appearances from players and celebrities.
Euro 2028 fanzones & bars
The UEFA European Championship, runs from 9th June to 9th July 2028. It’s hosted across England, Republic of Ireland, Scotland and Wales. It will create a unique opportunity for city centres capitalise on national interest by creating immersive fanzone areas to support local businesses. Temporary fanzone structures built with high‑quality marquees are the ultimate solution for creating immersive, scalable fan experiences at major sporting events, especially for the UEFA Euro 2028. These temporary event structures unlock powerful commercial opportunities, from sponsorship branding and retail concessions to premium corporate hospitality, fan engagement zones and broadcast‑ready environments. With custom layouts, weather‑proof engineering and rapid installation, marquee fanzone solutions help organisers maximise footfall, dwell time and revenue while delivering unforgettable match‑day experiences.
Fanzone stats and figures
Fan zone structures
Fanzones are often installed outside stadiums or in city centre environments where space is at a premium. Fanzone structures need to have high capacities to accommodate hundreds or sometimes, thousands of people safely. Field and Lawn can supply and install a wide variety of large marquees, ideal for high-capacity sporting events.
Clearspan marquees:
As one of the most popular types of event marquees, our clearspan structures provide the perfect solution for tailoring your fanzone experience. Their spacious interiors, flexible design, and practical features make them ideal for creating impressive and functional large event spaces. Working around your available space and event requirements, Field & Lawn can install our clearspan marquees on any surface, tailoring the structures to your needs.
Specification options:
You can customise your setup with a range of finishes to enhance the aesthetic appeal of our marquees, creating an immersive environment that matches the atmosphere of the stadium. Our marquees are also compatible with various technical storage requirements, such as sound systems, lighting rigs, and AV equipment, so you will have everything you need to broadcast your sporting event should you want to include a large screen in your fanzone.
Semi-permanent fanzone installations
In addition to short-term fanzones, that are installed and removed after the event, we can design and install a semi-permanent temporary structure that is custom designed for your stadium. These are often open sided canopies that allow for high-capacity throughput and are located outside the stadium. They provide space for fans to gather, under cover and can include bars, screens and live music stages. Like this concept we designed for a leading Premier League football club.
We also supply semi-permanent, long term marquees for the duration of the season to increase corporate hospitality space as well as shops and merchandise stands to boost matchday and event revenue. The hospitality marquee we provided at Hamilton Racecourse is a great example of this, pictured below.
Where can you install a fan zone?
Our teams of expert marquee riggers are experienced at designing and installing event infrastructure for large venues, including a long-standing partnership with Murrayfield Stadium. Furthermore, our event marquees can be installed on virtually any surface, so your options for location and layout are practically unlimited.
When installing a fan zone, it’s crucial to think about the location in order to maximise the experience for your fans. You might want to consider the following:
Accessibility: Does the fan zone have clear entrance and exit points? Ensure clear entrance and exit points for fans to easily access the area.
Space: What size is the area do you have available? Determine the size of the space you have available and plan accordingly to accommodate your expected crowd size.
Layout: If there are going to be large crowds in the area, it’s important to allow for the flow of visitors to avoid queues. At Field and Lawn, we can help you design the optimal layout for your fan zone, allowing you to best utilise the space you have.
Additional event infrastructure
Our clearspan marquees have a multitude of uses and can even help with additional event infrastructure in your fan zone. Looking for additional structures for your venue? Field & Lawn can also provide:
Bar structures: Bars are crucial element of any fan zone, clearspan marquees can house dedicated bar structures. These marquees provide fans with refreshments including food and drink, creating a comfortable and inviting space to socialise.
First aid and security: At every event, safety comes first. Martyn’s Law will apply to fanzones if they meet the capacity criteria and it will place greater emphasis on allocating dedicated space for security, crowd management and event control infrastructure. This includes ticket checks, search tents and event control infrastructure.
Ticket checks: Clearspan marquees can be installed as ticketing points throughout your venue. These stations streamline the process of verifying match tickets and managing crowd flow, ensuring only authorised individuals gain entry to your event. This helps maintain order and enhances overall safety and security
Placemaking and branding
To create a memorable fanzone, consider incorporating branding and placemaking elements such as flags, banners, and illuminations. These additions can enhance the atmosphere and create a visually appealing environment that resonates with your audience. Flags will help your town, high street or shopping centre capture the excitement and enhance the feel-good atmosphere of the event. Specifically for the major international football tournaments, Flags, lamp post motifs, or large-scale banners will help visitors feel part of the moment, create energy and encourage them to share the moment on social media.
At Field & Lawn, we aso offer a wide range of sports-themed placemaking solutions. Why not take a closer look at our illuminated sports collection here.
Temporary event marquees for fan zones offer a fantastic opportunity to engage with sports fans and provide them with an unforgettable experience. By utilising clearspan marquees and considering the placement, layout, and additional infrastructure, you can create a vibrant and welcoming fan zone that keeps fans coming back for more. Let Field & Lawn help you design and install the perfect fanzone for your next sporting event!
