Building a Fanzone
Turning Underused Stadium Space into Matchday Revenue
How Blue Parrot Events Group helped transform an overgrown area at Fir Park into a new Fan Zone for Motherwell FC.
Football clubs are constantly looking for ways to increase matchday revenue — but sometimes the opportunity isn't about building something new.
It’s about looking differently at the space you already have.
That was the thinking behind our work with Motherwell Football Club and the development of Mrs Baillie’s Bar, a new pre-match Fan Zone at Fir Park.
The challenge
The area was previously an overgrown, underutilised space that offered very little to the club commercially or to supporters from a matchday experience perspective.
Rather than allowing valuable stadium real estate to remain unused, Blue Parrot Events Group worked with the club to help transform the area into a levelled, attractive and functional space designed specifically for supporters.
The solution
The result is Mrs Baillie’s Bar — a new destination that supporters can enjoy before every home fixture.
The space provides fans with somewhere to:
Enjoy a drink before kick-off
Meet friends and fellow supporters
Enjoy pre-match entertainment and activities
Spend more time within the stadium environment
Build the atmosphere ahead of kick-off
But the real success of the project is that it delivers both an improved supporter experience and a new commercial opportunity for the club.
Turning space into revenue
The transformation has created an additional food and beverage revenue opportunity for Motherwell FC.
By giving supporters a reason to arrive earlier and remain within the stadium environment for longer, the club has created additional opportunities to generate spend before the match has even kicked off.
This is an important principle for football clubs:
Unused space = missed opportunity.
With the right concept, design and delivery, that same space can become:
A supporter destination.
A hospitality opportunity.
A food & beverage revenue stream.
A sponsorship opportunity.
And ultimately, another valuable matchday asset.
The bigger opportunity for football clubs
Mrs Baillie’s Bar demonstrates what can happen when clubs start looking at their stadiums not simply as places where matches take place, but as 365-day commercial environments.
There may be areas around your stadium that are currently underused, unattractive or generating little or no income.
What could they become?
A Fan Zone?
A branded bar?
A hospitality area?
An experiential activation?
A sponsor-led destination?
A pre-match entertainment space?
At Blue Parrot Events Group, we specialise in creating, transforming and delivering event environments that combine experience with commercial opportunity.
Our work at Fir Park is a great example of how a relatively overlooked area can be transformed into a space that fans want to use and clubs can monetise.
From overgrown space to matchday revenue.
That’s the opportunity.
And we’d love to help other clubs discover what’s possible within their own stadium.