Hospitality - Arsenal Football Club - 20.20

When Emirates Stadium increased capacity on Club Level, they wanted to evolve their hospitality experiences to add more choice, character and value for fans. Together with Arsenal FC, we developed a concept for Dial Square. This lively courtyard bar celebrates the munitions workshop at the Royal Arsenal that produced the first competitive Arsenal team back in 1886.

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Capturing the industrial spirit of Arsenal FC’s origins through bold material storytelling, Dial Square delivers a bright, social experience that operates seamlessly, even on non-matchdays. Fans here can enjoy a fresh food offer (including pizza from the Premier League’s first open-flame pizza oven) and revel in the atmosphere surrounded by thoughtful details designed to elevate the action on the pitch.

"The design of this fantastic space, combined with the food and drink offer has raised the bar of in-stadium casual dining and informal hospitality both at Arsenal FC and the Premier League. We are proud to present this space to our members and have received nothing but positive praise since its opening"

Tom McCann, Head of Premium Sales

Dial Square delivered a 105% uplift in revenues in its first season – without reducing revenues across other Club Level spaces.