Fan zones have become a key part of a matchday experience for sports fans. In fact, digital out-of-home advertising specialists Ocean Outdoor and Opinium found in a survey they conducted that 88 per cent of respondents deemed it either important or very important for value that official fan spaces are created for people to watch large sporting events.

When asked why they see fan zones as being important when this response was given in the research, 60 per cent praised the shared experience they receive with likeminded people and 55 per cent said they enjoy the atmosphere in these settings.

Steve Bernard, the Head of Insight at Ocean Outdoor and Opinium, pointed out to Field Marketing: “This independent study establishes how sports fan zones not only bring new people into leisure and retail destinations but will draw them back in the future.

“The majority of those interviewed were blown away by the community spirit and positive friendly atmosphere, with the majority agreeing that the fact they were attending an official fan zone was important in bringing likeminded people together in environments that met their expectations.”

With many millions of people heading to sports events across the UK each year, Cleveland Containers, which can transform standard shipping containers into bespoke hospitality shipping containers, is on hand to explain why sports clubs should not delay when investing in their own fan zones…

Why Have Fan Zones Become So Popular With Supporters?

There are many reasons why sports fans like to visit a fan zone, whether as a stop-off before heading into a stadium to watch their beloved team in action or as a go-to venue when a squad is playing away from home.

You may notice a fan zone to be packed with supporters because:

• They are designed to create a memorable electric atmosphere, as fans who share their passion for a sport and a team come together to celebrate a club’s successes as one.
• They heighten the fun of a matchday experience, thanks to being places where fans can find merchandise stores, food and beverage stalls, live music sets and more.
• They encourage a communal experience, where fans feel loyalty to their favourite sports team and a sense of camaraderie as they share matchday stories and score predictions with people who support the same club.
• They are set up to welcome fans of all ages, with the likes of sports skills workshops and interactive games making for family-friendly activities.

How Do Sports Clubs Benefit From Having A Fan Zone?

It is not only the fans who will feel the positive effects of having a fan zone set up around their club’s ground – sports clubs themselves will reap the rewards of creating one of these popular facilities too.

One benefit of a sports club creating a dedicated fan zone is that it improves the overall atmosphere of a matchday.

Eddie Rees, Conversions Manager at Cleveland Containers, explains: “Supporters will become more enthusiastic as they interact with fellow fans while they count down to kick-off, especially if live bands also play their part in increasing the pre-match excitement levels.

“This positive anticipation will spread into a ground as fans find their seats, both with supporters in the stands and players making their way out onto a pitch.”

Fan zones allow sports clubs to expand their revenue streams too, with opportunities for profits to be made in the sales generated from food, beverages and merchandise purchased within these facilities. With thousands of pounds being made per matchday, it would not take long to for clubs to see the investment pay off and pure profit being made on the space.

Clubs could agree to sponsorship deals and hire out their fan zones for special occasions away from their sport as well, boosting their income even more.

Bishop Auckland FC’s Fan Zone / Community Hub Under The Spotlight

One of the UK’s newest sports fan zones is the Bishop Auckland FC Fan Zone / Community Hub, which officially opened to the public on Saturday August 16^th.

A standout facility for those attending Bishop Auckland FC home games during the 2025/26 season, the vibrant social hub was constructed by Cleveland Containers with the following features:

• A ground-level 40ft high cube shipping container, complete with bifolding doors which can open directly onto the football club’s pitchside area. This means that fans using the facility never need to miss any minute of the game.
• A second-storey 10ft high shipping container, which has a TV, table and chairs. This allows supporters to relax inside a comfy lounge area while visiting Bishop Auckland FC’s ground.

Bishop Auckland FC’s Director Steve Coulthard praised the entire work carried out to create the fan zone as being “professional and straightforward”, as well as noting that the club’s “requirements were for it to look great and fit perfectly into a specific space, which it absolutely does”.

He added: “The finished product has been a huge success. Everyone is amazed that it’s made from shipping containers.

“The quality of the cladding is second to none, and the bifold doors are better than many people have in their homes. Fans have said it’s a definite ground improvement and it looks fantastic.”

Tips For Creating A Vibrant Fan Zone

If you run a sports club and have decided it is time for it to have its own dedicated fan zone, make sure to work through this five-point checklist so that your facility instantly draws in the crowds:

• Get the location right – Your fan zone should be set up either as an extension or a close neighbouring site to your sport club’s ground, which can be easily accessed by every supporter.
• Make sure the design optimises event flow – Entry and exit points need to be set out so that supporters never feel stressed getting around your fan zone, while there should be enough space for queuing without this disrupting those enjoying the live entertainment.
• Link some attractions directly to your beloved sport – This could be with a keepy-up challenge for football fans to try and one-up their friends, or TVs which are broadcasting earlier live games in the same sport.
• Encourage members of your sports club to visit – Supporters of your beloved team will be overjoyed if they have opportunities to meet their favourite players when they pop into your fan zone.
• Don’t forget about lounge areas – Fans may visit your fan zone before a game for food or after a match to chill out with friends, so provide them with cosy seating where they can sit back and relax while socialising.

Rees also advised as one additional tip: “Shipping containers should be considered when you are building a fan zone, as they are cheaper to construct than traditional hospitality venues.

“What’s more, the fact they can be stacked to create multi-level areas or arranged in unique configurations to maximise views and space gives you plenty of flexibility when deciding on your fan zone’s final design.”

Sources:

• https://www.clevelandcontainers.co.uk/case-studies/bishop-auckland-fc-fan-zone-community-hub
• https://pioneergroup.co.uk/the-rise-of-fan-zones-a-winning-strategy-for-football-clubs/
• https://www.juliacharleseventmanagement.co.uk/how-to-create-an-engaging-fan-zone/ 
• https://fieldmarketing.com/news/new-research-establishes-how-official-sports-fan-zones-attract-new-visitors-and-boost-footfall-to-out-of-home-venues/
• https://www.juliacharleseventmanagement.co.uk/how-to-build-an-outdoor-fan-zone-event/
• https://hivo.co/blog/exploring-the-benefits-of-sports-fan-zones
• https://www.clevelandcontainers.co.uk/news-and-blog/the-best-bar-none-benefits-of-shipping-container-bar-conversions 
• https://www.facebook.com/groups/219290063633474/posts/1118514497044355/