Oxford United has appointed a company to create a matchday experience strategy for its proposed new stadium.
The U’s are looking to build a new home at The Triangle, south of Kidlington Roundabout, with the club’s licence agreement at the Kassam Stadium running out in 2026.
As well as the stadium, plans for the multi-purpose site include a 180-bed hotel, restaurant, conference centre, health and wellbeing space, gym and community plaza.
A full planning application for a 16,000-capacity ground was submitted to Cherwell District Council at the end of February, while in May, a legally binding lease option with Oxfordshire County Council was signed.
A CGI image of Oxford United’s proposed new stadium (Image: Oxford United)
In June, it was announced the application would not be considered until early next year due to further information on matters such as transport and ecology being requested.
The club has now enlisted the help of creative agency 20.20, a leading brand experience consultancy specialising in supporter engagement, brand positioning and communication, and hospitality design.
Jon Lee, creative director of 20.20 Limited, said: “We’re thrilled to be part of the incredible team to create a best-in-class venue for Oxford and Oxford United. We can’t wait to share more as the project unfolds.”
The company has extensive experience in creating matchday experiences and has worked with some of the world’s biggest football clubs, including Arsenal, Manchester City and Liverpool.
Working closely with Oxford United, 20.20 will develop an identity that “reflects the club’s modern and inclusive vision for the venue and incorporates its history and heritage, whilst also placing the guest experience at the very heart of the venue,” the club said.
The agency has completed market analysis and trend research and engaged the Oxford community via online surveys, in-person vox pops and in-depth interviews.
Adam Benson, chief commercial and marketing officer at Oxford United, said: “Our ambition is to build an Oxfordshire landmark which instils community pride whilst being accessible and inviting for all who visit.
“We want fans and visitors to identify with the new stadium designs and are drawing upon real-life experiences to inform decisions.
“Moving from the Kassam to our new home in Kidlington will be a significant change. However, fans can rest assured the new designs will respect our heritage and club culture.
“20.20 has an excellent track record of creating meaningful brand identities and destinations that resonate with people.
“They have worked on some of the most exciting projects in sport, so they are the perfect partner to support our ambition of creating an internationally recognised, award-winning new stadium.”