Etihad Stadium

Melbourne, Australia

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Melbourne Stadiums Limited (MSL) commissioned Comperio Research to undertake a comprehensive review of the commercial structure at the venue.

Melbourne Stadiums Limited (MSL) commissioned Comperio Research to undertake a comprehensive review of the commercial structure at the venue. The objective being to identify how to maximise the take-up and profitability of all revenue streams, in what is an increasingly competitive marketplace.

As a starting point, Comperio Research conducted an in-depth evaluation of the stadium’s current business model to identify scope for development. This was followed by an extensive local and global benchmarking exercise to establish how the stadium’s commercial structure compares with that of other stadia within Australia and the rest of the world.

Primary research was also undertaken with the business community to determine the key factors that would encourage an organisation to enter into a commercial agreement with the stadium.

The insight delivered by the research programme enabled Comperio Research to design and recommend a choice of three workable and viable business models which would enable the venue to optimise the structure, packaging, marketing and sale of their commercial offering and therefore ensure stable long–term income streams.

Comperio Research focused in particular on how the stadium could:

  • Provide enhanced value and activation rights to sponsors and partners
  • Continue to develop a strong, premium brand identity with a view to differentiating the venue from comparable stadiums
  • Appeal to the general public on non-event days by developing and showcasing the features and facilities at the venue

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The Leading Stadium Research Company

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"Comperio Research’s sophisticated processes and track record means our output is trusted by providers of financing and is often fundamental in securing the necessary funds for a project"
Richard Cheesman,
Managing Director
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"A vital part of our output is input into the design and concept of a new stadium – creating the best stakeholder experience and hence the maximum revenues"
Steve Moore,
Chief Consumer Strategist
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"We combine several cutting-edge research processes into a tried and tested methodology to deliver accurate projections of the potential of a stadium"
Kamrul Zaman,
Associate Research Director
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"Each market is different and it is only through being truly immersed in a local market that we can use our international expertise to deliver the ideal venue for each market"
Samin Macdonald,
Associate Project Director

About Comperio Research

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Comperio Research is a specialist stadium research organisation that has developed the market leading expertise in customer research in this sector, applying the most sophisticated consumer research techniques in a unique approach to the stadium sector to create revenue forecasts that form the centrepiece of a stadium business plan. The research output is crucial to developing the optimal stadium capacity, configuration and product mix, as well as the creation of a bespoke targeted sales and marketing programme.