Roger Hampel
Photo Credit: Brighton Hove Albion
Brighton & Hove Albion FC has announced the official opening of The Terrace, a new multi-purpose fan zone at American Express Stadium, set to debut on April 1 during the club’s Premier League match against Aston Villa. On matchdays, the venue will be known as the Heineken Fan Zone at The Terrace, offering a digital sports bar experience with extended pre- and post-match hours for supporters. The Terrace is the biggest fan zone in the Premier League, accommodating up to 3,000 fans in an indoor/outdoor setting. The development is part of a £40 million investment into stadium improvements, aimed at enhancing the matchday experience for Brighton fans.
Heineken Extends Its Partnership with Brighton & Hove Albion
As the naming-rights partner, Heineken is expanding its presence at the club, reinforcing its role in creating a high-quality social environment for fans.
Richard Campbell, Trading Director at Heineken UK, highlighted the company’s commitment to fan engagement:
"We’re delighted to be expanding our sponsorship of Brighton & Hove Albion FC by partnering together to create the new Heineken Fan Zone. Just like the team at the American Express Stadium, we are always looking at how we can elevate the fan experience, and The Terrace will be the perfect place to do just that."
The Heineken Fan Zone at The Terrace will remain open after matches, allowing fans to socialize, watch the late kick-off, and enjoy live entertainment.
American Express Introduces Exclusive Clubhouse for Cardmembers
On the mezzanine level of the Heineken Fan Zone, American Express is launching the American Express Clubhouse, a dedicated area for Amex® Cardmembers and up to three guests per matchday. This space offers a premium atmosphere before and after the game, on a first-come, first-served basis.
Aaron Burke, VP of Global Brand Sponsorships at American Express, emphasized the brand’s focus on exclusive experiences:
"We couldn’t be more excited to partner on The Terrace at the American Express Stadium and to extend our longstanding relationship with Brighton & Hove Albion FC. We love nothing more than granting special access and creating unforgettable moments for our Cardmembers and for Albion fans."
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