Southampton FC to Open LEVEL1 Leisure Destination at St Mary’s Stadium to Drive Year-Round Revenue Growth.

Roger Hampel

Image: Southampton Football Club

Southampton Football Club will launch LEVEL1 this October, a 12,000 sq ft mixed-use leisure destination inside St Mary’s Stadium. Developed in partnership with build specialist Paragon, the project is a key part of the club’s strategy to expand non-matchday revenues and maximise the commercial potential of stadium real estate.

Strategic Commercial Diversification

Located in the Chapel Stand, LEVEL1 is designed to operate year-round and cater to multiple consumer segments beyond match-going fans. By integrating immersive technology with competitive socialising activities, the venue will appeal to families, students, tourists, and corporate groups, broadening the club’s consumer profile and increasing its local economic footprint.

The offering includes:

• 9-hole mini golf course

• Climbing walls and high ropes course

• Racing and golf simulators

• AR darts booths and clayshot booths

• Arcade machines and pool tables

• Bar, kitchen, and live sport viewing areas

  
  

Market Positioning and Fan Engagement

LEVEL1 positions Southampton FC as part of a growing group of football clubs leveraging underutilised stadium space to create lifestyle and entertainment destinations. The initiative is designed to:

• Generate sustainable, recurring revenue outside of matchdays

• Enhance fan engagement by making the stadium a year-round attraction

• Deepen community integration through accessible leisure offerings

  
  

This aligns with broader industry trends where clubs are moving towards mixed-use, multi-revenue facilities to reduce reliance on ticketing and broadcast income.

Economic and Partnership Potential Southampton FC LEVEL1

The club expects LEVEL1 to attract thousands of additional visitors to the stadium each month, creating new local jobs and increasing footfall in the surrounding area. Corporate bookings, group packages, and event partnerships are already being targeted ahead of the October opening.