Fulham FC Reveal New Riverside Stand Hospitality Experience

Fulham FC Riverside Hospitality Fulham Football Club has unveiled a first look at the new matchday experiences inside their redeveloped Riverside Stand, which invite guests to mix with the stars, both on and off the pitch. Whether spectators want to get lost in the theatre of Premier League action, or take in panoramic views of the River Thames and the iconic London skyline with friends and colleagues from the breath-taking Sky Deck, this is the spectator experience: redefined.

Shahid Khan, Fulham Chairman, said: “My vision for the New Riverside Stand was to provide our fans, and our neighbourhood, with a destination that would continue to honour our history and tradition at Craven Cottage every day of the year, but especially so on matchdays with a premium experience that will be unlike anything in football, here in London or elsewhere. In short, today isn’t about finally being able to offer a higher standard of hospitality options that have essentially been unavailable to Fulham supporters until now. It’s about offering the ultimate matchday hospitality experience in the world that will also benefit the long‑term promise and future of Fulham Football Club. The New Riverside Stand at Craven Cottage will make it possible.”

The breath-taking view of the Sky Deck at Fulham FC's Riverside Stand

Part of the broader redevelopment of Fulham Pier, The Riverside puts spectators on the bank of the River Thames. Whether via the river walkway connecting the stadium with the local community, or the spectacular rooftop views of the city, the new array of game‑changing matchday experiences has been designed to reflect the very best of the capital.

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Seven different premium matchday experiences are available within The Riverside, and include:-

  • Sky Deck makes up the top three floors of The Riverside and is home to an unrivalled range of social settings in stunning surroundings, alongside experiential food and drink pop‑ The rooftop level features sweeping views across the River Thames and London’s skyline – taking the matchday experience to new heights.
  • The Gourmet is fine dining inspired by Michelin Star chefs at the Water’s Edge. A four course, à la carte menu, offering fine wines, champagne and cocktails, can be experienced inside or on the terrace overlooking the
  • The Brasserie offers a second Michelin Star dining experience with the best of both worlds. On one side, diners can take in the open‑air riverside terrace and on the other, enjoy luxury seats on the halfway line, with unmatched views of the action on the
  • The Dugout – welcome to the most intimate football experience at Craven Cottage. Guests are sat directly behind the coaching staff, taking them into the thick of the action, as close as 3.5m from the touchline. Before or after the match, spectators can fall back into a stylish bar offering food, drink and enabled with immersive audio‑visual

The design of the new Riverside Stand was led by renowned stadium architectural practice, Populous, which is based locally in Putney. The project was undertaken in collaboration with an engineering team from global engineering firm, WSP. To ensure the inside of the stand is as spectacular as the outside, the Club has partnered with several distinguished designers from across Europe including Lazaro Rosa Volan, Dion & Arles, Stuart Forbes Associates and Music.

Catering at Fulham FC's Riverside Stand

Philip Johnson, Senior Principal and Lead Architect for New Riverside Stand project at Populous, said: “Our vision for the New Riverside Stand at Craven Cottage was to create a unique experience that has not been seen before, whether in the context of football or beyond. It’s a privilege to bring this innovative design to life, with amazing spaces set to house incredible experiences for fans and guests and a world‑class terrace that will drive the atmosphere in the ground, all set in a unique location on the banks of the Thames. This project demonstrates new ways of designing individual stands, and we are proud to be part of the Club’s next chapter.”

The fit‑out of the new stand has supported 2,750 jobs, with a strong emphasis on supporting local labour where possible. While the fit‑out of internal spaces remains in progress, Fulham FC employs, on average, 100 people every day, due to rise to 200 as the project nears completion.

Images Credit: Fulham Football Club