What Murrayfield Stadium does

The Murrayfield Experience is the official hospitality and events provider operating from Scottish Gas Murrayfield Stadium in Edinburgh, Scotland. Run by Elior UK PLC (a subsidiary of the French-listed Elior Group) under contract with Scottish Rugby Union, the business delivers three integrated service lines: rugby hospitality (premium matchday packages for Six Nations, Nations Championship and Edinburgh Rugby fixtures), concert hospitality (themed live-music experiences for acts such as Luke Combs and Bon Jovi), and conference & events (corporate hosting across flexible venue spaces). The venue combines a dozen named event spaces — including the 1,500-guest West Stand, 600-guest Thistle and President's Suites, ten Murrayfield Boxes, the 200-guest Centenary Club with tunnel access, and the intimate 1925 Rooms — to scale from 10-person boardrooms to exhibitions for 1,500+ guests, while the in-house Executive Head Chef team caters for 4,500+ covers during international rugby fixtures. Revenue is generated via per-person hospitality packages (£187–£479+ inc. VAT), quote-based corporate venue hire (25% deposit 30 days post-booking, balance 60 days pre-event), and seasonal/Christmas event packages.

The company runs a hybrid B2B/B2C go-to-market: a direct sales team handles enterprise and conference enquiries via phone and email, while a network of seven official hospitality agents (Ignite Experiences, Hospitality Centre, Seat Unique, Engage, Corinthian, Onside, Trophy Events) resells rugby and concert packages. Distribution is amplified by partnerships with marquee Scottish and global brands — Edinburgh Gin, The Famous Grouse (whisky), Fresh Food Company, Field & Lawn, and Sheraton Grand — and supported by a curated multi-channel presence across Instagram, an event-led website, and an email newsletter. Marketing, sales, and event-design teams operate in-house, with seasonal operational staff supplied via long-standing partner Selective Personnel. The offering is positioned on the venue's near-century-old brand equity, exclusive access to the Scottish rugby fixture calendar, and a 2023 Contract Catering Award for sports, leisure and event catering.

Name

Murrayfield Stadium

Legal name

Elior UK PLC

Website

https://murrayfieldexperience.com

Company type

Private

Founded year

1925

Operating status

Operating

Headcount range

1–10 employees

Short description

The Murrayfield Experience operates premium rugby hospitality, concert hospitality, and conference and event services at Scottish Gas Murrayfield Stadium in Edinburgh, serving corporate clients, sports fans, concert attendees, and event organisers. Run by Elior UK PLC, it offers packages from £187 per person.

Ownership category

akta.pro rank

Product category

Event Hospitality and Venue Services

NAICS

Full-Service Restaurants (722511), Food Services and Drinking Places (722)

SIC

Retail-Eating & Drinking Places (5810), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Professional & Major League Stadiums (MPAKAEAA)

akta.pro secondary industries

Sports Hospitality & Premium Experiences (VIP, Suites, Fan Zones) (MPAGAMAJ), Beverage Services (Bar Catering, Mixology, Beverage Programs) (THAHAKAJ), Event Catering (Weddings, Social, Private Parties) (THAFAIAB)

Keywords

• Rugby hospitality services
• Event venue hosting
• Conference and banqueting
• Corporate hospitality packages
• Stadium event experiences

Headquarters

HQ city

Edinburgh

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Hospitality Packages: Premium match-day hospitality packages for rugby internationals and Edinburgh Rugby fixtures, including premium seating, exclusive lounges, top-tier dining, and bar services. Packages range from approximately £187 to £479+ VAT depending on fixture and suite.
2. Conference & Events Venue Rental: Rental of versatile event spaces (suites, boxes, conference rooms) for corporate events, conferences, exhibitions, banquets, and private celebrations. Revenue from room hire, catering, and associated services.
3. Concert Hospitality: Specialized hospitality packages for concerts featuring themed food and drinks, exclusive hospitality spaces, and experiences tied to specific artists at Scottish Gas Murrayfield.
4. Corporate Events & Private Functions: Bespoke event hosting including private dining, meetings, exhibitions, and celebrations. Revenue generated through food and beverage services, venue hire, and optional add-ons like AV equipment and entertainment booking.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

The Murrayfield Experience delivers premium hospitality and event venue services at Scottish Gas Murrayfield Stadium in Edinburgh. It sells rugby matchday hospitality packages (international Six Nations and Edinburgh Rugby), concert hospitality for live music events, and corporate conference, exhibition, banqueting, and private celebration venue hire. The offering is built around an iconic sporting venue with multiple named event spaces, in-house catering for up to 4,500+ guests, and exclusive experiences including pitch-side arrivals and stadium tours.

Product overview

The Murrayfield Experience is a comprehensive hospitality and events venue operating from Scottish Gas Murrayfield Stadium in Edinburgh. The company offers a unified hospitality platform comprising three core service lines: Rugby Hospitality (premium matchday packages for international and club rugby), Concert Hospitality (live music experiences with themed dining), and Conference & Events (corporate hosting with flexible venue spaces). The venue operates multiple named event spaces including the Thistle Suite, President's Suite, Murrayfield Boxes, West Stand, Centenary Club, Moncreiff Suite, Cap & Thistle, 1925 Rooms, and The Clubhouse. Add-on experiences include stadium tours, pitch-side arrivals, and private dining. The offering is built around an iconic sporting venue that also hosts concerts and corporate events, providing integrated catering, AV, and event management services. Pricing varies by event type, with rugby hospitality starting from approximately £187 per person for international fixtures.

Differentiator

Problem solved

Functional benefit

Products and services

• Rugby Hospitality
• Concert Hospitality
• Conference and Events
• Thistle Suite
• President's Suite Prestigious event suite with private stadium entrance, accommodating up to 600 guests with flexible partition options for conferences and celebrations bathed in natural sunlight.
• West Stand Super-sized venue combining Thistle Suite and President's Suite, accommodating over 1,500 guests for exhibitions, large dinners, and conferences with soundproof folding partitions.
• Centenary Club Restaurant-style elegant suite with private entrance, accommodating up to 200 guests with exclusive bar, dedicated restrooms, and tunnel access to the stadium bowl with panoramic views. Priced from £354 + VAT.
• 1925 Rooms Two exclusive rooms at Murrayfield Stadium inspired by Edinburgh's golden age of rugby, each with unique character and namesake, accommodating up to 36 guests. Priced at £479 + VAT per person.
• Murrayfield Boxes Ten exclusive private boxes in the northwest of the stadium with pitch views, accommodating up to 20 guests each with screens, boardroom spaces, and continuous catering service.
• Moncreiff Suite Modern professional meeting space within the Scotland Suites, accommodating up to 60 guests with wall-mounted 75-inch plasma TV and soundproof room dividers.
• Cap and Thistle Intimate event space with fixed bar and soundproof folding partitions, accommodating up to 130 guests for boardroom meetings, intimate gatherings, or breakout rooms with private stadium entrance.
• The Clubhouse Gastro-sports bar showcasing Scottish club rugby memorabilia with a mix of booth and standalone seating for informal, social events.
• Private Dining Private dining experiences within the stadium's event suites, including bespoke menus, cocktail receptions, and celebrations for intimate gatherings or grand events.
• Stadium Tours and Experiences Behind-the-scenes guided tours of Murrayfield Stadium including access to exclusive areas such as the players' tunnel, changing rooms, and pitch-side arrivals.
• Seasonal Events Specialized packages for seasonal celebrations including Christmas events and corporate seasonal parties at the iconic Scottish Gas Murrayfield venue.

Quantifiable outcome

• Catering capacity of 4,500+ guests for international rugby fixtures
• +1 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core and minor.

• The Famous GrousecoreStrategic or Co-development Partner · 1 January 2023UK's no.1 whisky and Official Whisky Partner for Scotland Men and Scotland Women. Partnership reignited in 2023, building on brand's heritage with Scottish rugby (first ever shirt sponsor in 1998). Extended to The Famous Grouse Nations Series with cocktails throughout the stadium.
• Wine ImporterscoreStrategic or Co-development PartnerIndependent family-owned wine shipper and vineyard owner founded in 1975. Provides curated wines from around the world with provenance, sustainability credentials, and unique stories. Offers personalized wine service with local central Scotland distribution supporting lower carbon footprint.
• Edinburgh GincoreStrategic or Co-development PartnerLong-standing partnership with Scottish Gas Murrayfield and Scottish Rugby. As the iconic home of Scottish rugby, the venue is the perfect fit for Edinburgh Gin, supporting their home city while engaging passionate consumers at national team games.
• Fresh Food CompanycoreStrategic or Co-development PartnerProud supplier of Murrayfield Stadium, delivering freshest ingredients and customer support on time with dedicated account management.
• Field & LawnminorStrategic or Co-development PartnerLocal supplier for over 15 years providing high-quality event marquees. Partnership built on shared commitment to deliver exceptional events from high-end corporate hospitality to external bars and merchandise marquees.
• Sheraton GrandminorStrategic or Co-development PartnerFive-star luxury hotel in Edinburgh's capital, ideally located 30 minute walk or five minute car drive from Scottish Gas Murrayfield. Provides accommodation option for event guests with iconic Edinburgh Castle views.
• Selective PersonnelcoreStrategic or Co-development PartnerMost established provider of staff to Murrayfield Stadium. Deep-rooted partnership supplying highly skilled staff to support stadium operations. Committed to building high-performing teams that elevate the entire experience at Scotland's premier sports venue.
• Ignite ExperiencescoreChannel Partner/ Reseller/ DistributorLeading provider of bespoke hospitality experiences, crafting unforgettable moments combining innovative event concepts with exceptional hospitality. Longstanding partnership with The Murrayfield Experience for Scottish rugby fixtures and concerts.
• Hospitality CentrecoreChannel Partner/ Reseller/ DistributorCutting-edge hospitality provider specializing in official VIP tickets, premium hospitality packages, and private box experiences at world-class sporting, cultural and music events. Official Hospitality Partner delivering world-class match day hospitality.
• Seat UniquecoreChannel Partner/ Reseller/ DistributorOfficial partner bringing fans exclusive access to premium experiences and hospitality at Scottish rugby fixtures and select concerts. Offers options from premium experiences to dedicated hospitality including exclusive Seat Unique Club.
• EngagecoreChannel Partner/ Reseller/ DistributorLeading sales agent for premium hospitality experiences in the UK with enviable reputation and portfolio of official appointments. Long-standing partnership with Murrayfield developed over several years, consistently delivering best-in-class hospitality experiences.
• Corinthian SportscoreChannel Partner/ Reseller/ DistributorLeading provider of premium hospitality for biggest sports, music, and cultural events. Premium facility The Pegasus Lounge is a permanent fixture at Scottish Gas Murrayfield, delivering premium hospitality for all Scottish Rugby fixtures.
• Onside HospitalityminorChannel Partner/ Reseller/ DistributorOfficial hospitality agent offering bespoke packages at biggest sports and music occasions to hundreds of companies across the UK. Prides itself on providing fantastic service and building long-term relationships.
• Trophy EventsminorChannel Partner/ Reseller/ DistributorAward-winning family business working in partnership with The Murrayfield Experience for extraordinary hospitality at major sport and music events. Also provides access to hospitality at other major UK and overseas events including Rugby, Football, Horseracing, Tennis, Motorsport, and more.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Wembley Stadium: England's national football stadium hosting major events, concerts and conferences. Operates a broader scale but comparable premium hospitality and conference/event venue model, with shared demand for corporate client entertainment budgets.
• Sodexo Live! (venues hospitality): Major contract caterer and venue hospitality operator competing with Elior UK PLC for sports stadium and event hospitality contracts. Comparable as a peer contractor in the same addressable market.
• Tottenham Hotspur Stadium: Multi-purpose stadium with extensive premium hospitality, conference and event hosting beyond match days. Comparable business model diversifying stadium assets into year-round corporate and entertainment revenue.
• Old Trafford (Manchester United): Iconic UK football stadium operating matchday hospitality, museum tours, conferences and events as a year-round venue. Comparable as an established sporting venue monetizing non-matchday space.

Regional players

• Edinburgh International Conference Centre (EICC): Edinburgh's dedicated conference and events venue competing for the same corporate conference and exhibition budgets. Direct regional competitor for non-rugby corporate event revenue.
• Hampden Park (Scottish Football): Scotland's national football stadium also offering corporate hospitality, conferences and event hire. A domestic Scottish peer competing for the same Scottish corporate entertainment and conference market.

Direct peers

• Aviva Stadium: Dublin-based rugby and football stadium hosting Six Nations, concerts and corporate events with a similar premium hospitality and venue hire model. Strong peer given overlapping Six Nations customer base and comparable capacity.
• Croke Park: GAA headquarters and Ireland's largest stadium, with a year-round conference, events, and hospitality business operated through a dedicated venue team. Comparable as a national sporting venue leveraging heritage for premium non-matchday revenue.
• Twickenham Stadium (RFU): Home of English rugby and a primary UK rugby hospitality venue operating similar premium match-day hospitality, conference and events business. Most directly comparable as another major rugby union stadium running year-round corporate and event hospitality at scale.
• Principality Stadium: Welsh Rugby Union's national stadium in Cardiff hosting international rugby, concerts, and corporate events with a comparable hospitality and venue rental offering. Closely aligned in scope: rugby internationals, concerts, conferences, and premium packages.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/murrayfield-stadium
• Instagraminstagram.com/themurrayfieldexperience

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Murrayfield Stadium