London, UK

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Comperio Research was responsible for the premium seating programme research that was key to financing this iconic venue.

Comperio Research, then a division of IMG, was responsible for conducting research, analysis and advice into the feasibility, structuring and potential returns from a premium seating programme. This included approximately 500 targeted interviews, numerous focus groups and comparative evaluation with competitive product offerings

Comperio conducted a three-phase research and consultancy:

  • Benchmarking Analysis
  • Yield Projection Study (now known as Econometric Modelling)

Previous Secondary Research undertaken by an alternative organisation had projected £28m per annum of revenues from the premium product at Wembley. This was insufficient both in terms of quantum and certainty for the purposes of raising finance.

Comperio Research was then appointed to undertake a more thorough research approach. From the same seats, with the same events, Comperio Research’s output estimated £60 million per annum (sold as 10 year license, guaranteeing a consistent revenue stream each year). This dramatic increase was driven by creating a broader set of products, better matched to the market’s unique requirements.

Comperio Research’s full research report and analysis, including product definition and revenue projections, was integrated into a new business plan. WestLB, as lead bank, provided £426m of bank lending.

Revenue targets were subsequently exceeded by the sales team.

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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.