How elite venues are reframing ‘off the field’ for AI-native commerce
Conferences, tours, retail, partnerships, filming. The fastest growing line items at Premier League venues all sit off the field - and AI is reshaping every one.
Broadcast revenue has plateaued. Matchday capacity is what it is. The pressure has moved to non-matchdays - conferences, tours, retail, corporate events, partnerships - and the commercial teams running those programmes are now competing for the same audience inside AI assistants.
We look at how a sample of elite venues are restructuring their commercial operating model around AI search, AI-native discovery, and direct relationships with the AI platforms themselves.