What Totally Wicked Stadium does

Totally Wicked Stadium (rebranded BrewDog Stadium in 2025) is an 18,000-capacity multi-purpose venue in St Helens, England, owned and operated by St Helens R.F.C. Ltd. The venue opened in February 2012 as Langtree Park and has since functioned as the home ground of St Helens R.F.C. (Betfred Super League rugby league) and, from the 2024/25 season, Liverpool FC Women under a 10-year lease for Barclays Women's Super League fixtures. Beyond matchday operations, the stadium is commercialized as a corporate and private event venue, offering a portfolio of flexible spaces including the PSD 1873 Lounge (up to 400 delegates), the Stapleton Derby Premier Lounge (up to 220), the heritage-themed Hall of Fame Suite (up to 180), the Eric Ashton Boardroom, 12 corporate boxes, The Marching Inn pub, and the outdoor HALO perimeter venue. The pitch was redeveloped in 2024 to a Premier League-standard hybrid Desso surface, enabling dual rugby and football use.

The underlying technology footprint is primarily physical infrastructure — purpose-built event suites with configurable layouts (theatre, cabaret, banquet, boardroom), in-house professional catering, complimentary Wi-Fi, and 400+ free parking spaces — augmented by self-serve ticketing through eticketing.co.uk (Saints), Liverpool FC's ticketing hub, and Eventbrite for networking and public events. There is no proprietary software platform or AI/ML capability disclosed. Marketing is multi-channel: an owned website (brewdogstadium.com), active social media presence across X, Facebook, LinkedIn, and Instagram, email newsletters, SEO/content marketing, and self-produced signature events including Networking with Saints, the St Helens Business Expo, Christmas Party Nights, the From The Ground Comes Light fireworks event, and the new St Helens Borough Business Awards 2026.

The business model is event-driven and diversified across four revenue streams: (1) venue hire for corporate conferences, weddings, proms, Christmas parties, funerals, and product launches; (2) ticket sales for matches, concerts, and public events; (3) match-day and event hospitality packages including corporate boxes and the Premier Business Club; and (4) in-house catering and F&B with corkage uplift on outside alcohol (£10/bottle wine, £40/bottle spirit, plus VAT). Pricing is per-event with deposits ranging from £10 (Christmas parties) to £500 (weddings). Anchor recurring revenue is provided by the St Helens R.F.C. tenancy and the Liverpool FC Women 10-year lease, supplemented by the BrewDog Principal Club Partnership (2025) which delivers naming-rights economics and global brand visibility. The venue employs 17 staff, indicating a lean operating model that scales through event-day casual labor and outsourced services.

Name

Totally Wicked Stadium

Legal name

St Helen's R.F.C. Ltd

Website

https://totallywickedstadium.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Totally Wicked Stadium (now BrewDog Stadium) is an 18,000-capacity multi-purpose venue in St Helens, England, owned by St Helens R.F.C. Ltd and hosting rugby league, football, concerts, corporate events, weddings, and private celebrations for North West England businesses and consumers.

Ownership category

akta.pro rank

Product category

Event Venue Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Spectator Sports (71121)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Arena & Stadium Operations (Large-Capacity Venues) (MPAGALAA)

akta.pro secondary industries

Venue Booking, Ticketing & Event-Day Services (Box Office, Guest Services) (MPAKAEAO), Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF), Venue & Facility Sponsorship (Naming Rights, Venue Partners) (MPAKALAC)

Keywords

• Stadium venue hire
• Conference event spaces
• Wedding reception venue
• Corporate hospitality packages
• Match day ticketing

Headquarters

HQ city

St Helens

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, Others

Revenue model

1. Venue Hire: Hiring out event spaces (suites, lounges, corporate boxes, HALO outdoor area) for conferences, awards dinners, exhibitions, training, product launches, filming, weddings, proms, Christmas parties, funerals, and other private functions. Revenue generated through room hire fees, catering packages, and minimum guest guarantees.
2. Ticket Sales: Selling tickets for concerts, major events, family fun runs, and other public events held at the stadium. Revenue from individual match tickets, season tickets (e.g., Liverpool FC Women), and event admissions.
3. Match-day and Event Hospitality: Hospitality packages on match days and major events including premium lounge access, catering, and networking opportunities. Includes the Premier Business Club, sponsor hospitality, and corporate box hire.
4. Catering and F&B: In-house catering team providing food and beverages for events. The venue operates kiosks, bars, and mobile units during events. Corkage charges apply for outside alcohol (£10 per bottle of wine + VAT, £40 per bottle of spirit + VAT).

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

BrewDog Stadium (formerly Totally Wicked Stadium) is a 18,000-capacity multi-purpose venue owned and operated by St Helens R.F.C. Ltd. The venue hires out a portfolio of bookable event spaces — PSD 1873 Lounge, Stapleton Derby Premier Lounge, Hall of Fame Suite, Eric Ashton Boardroom, Corporate Boxes, The Marching Inn, and the HALO outdoor perimeter — for corporate conferences, awards dinners, exhibitions, weddings, proms, funerals, Christmas parties, concerts, and sports matches. Revenue is generated through venue hire fees, in-house catering and F&B, ticket sales, match-day hospitality, and sponsorship.

Product overview

BrewDog Stadium (formerly Totally Wicked Stadium) is a physical multi-purpose event venue offering a comprehensive portfolio of spaces and services. The core offering centers on flexible venue hire across multiple distinct spaces: the PSD 1873 Lounge (largest suite, up to 400 delegates), the Stapleton Derby Premier Lounge (glass-fronted with pitch views, up to 220), the Hall of Fame Suite (heritage-themed, up to 180), The Eric Ashton Boardroom (intimate executive meetings), Corporate Boxes (12-20 person breakout spaces), The Marching Inn (pub-style social space), and The HALO (outdoor perimeter venue). These spaces are bundled into service packages including conference and event hire, awards dinners, exhibitions, training and team building, product launches and filming, wedding packages, Christmas party nights, proms and graduations, funeral receptions, concerts and major events, Gala Fest, Networking with Saints business events, and the annual St. Helens Business Expo. The venue accommodates events from intimate meetings of 10 people to stadium-capacity events of 18,000, with in-house catering and comprehensive event management support.

Differentiator

Problem solved

Functional benefit

Brands

• The HALO: Outdoor venue around the perimeter of the stadium used for events and concerts.
• Networking with Saints
• From The Ground Comes Light

Products and services

• BrewDog Stadium Venue Hire Multi-purpose stadium venue offering flexible event spaces for conferences, celebrations, concerts, and corporate events with capacities ranging from small meetings of 10 to 18,000-person stadium events.
• PSD 1873 Lounge Largest suite at the stadium on the first floor of the South Stand, accommodating up to 400 delegates theatre-style for large conferences, award dinners, weddings, exhibitions, and proms, with a built-in partition wall for breakout areas.
• Stapleton Derby Premier Lounge Glass-fronted suite with pitch views and natural daylight, accommodating up to 220 delegates for conferences, training, and private functions including christenings, birthdays, and wakes.
• Hall of Fame Suite Glass-fronted suite featuring portraits of 40+ St Helens R.F.C. legends and a wall mural, hosting up to 180 guests for christenings, birthday parties, wedding receptions, and wakes with various room configurations.
• The Eric Ashton Boardroom Intimate boardroom suite suitable for high-end executive meetings and small group events.
• Corporate Boxes Executive boxes providing private meeting spaces for 12-20 people with close access to larger function areas for breakout sessions.
• The Marching Inn Pub-style venue space within the stadium for social events and gatherings.
• The HALO Outdoor venue around the perimeter of the stadium for large-scale external events and festivals.
• Conference & Event Venue Hire Full-service conference and corporate event hosting including AV equipment, Wi-Fi, flexible room configurations, and in-house catering for up to 500 delegates.
• Awards Dinners Elegant gala event hosting for prestigious award ceremonies with premium catering and entertainment options.
• Exhibitions Event hosting for exhibitions ranging from smaller scale to large events requiring multiple rooms and break-out suites.
• Training & Team Building Corporate training sessions and team building activities in a unique stadium environment.
• Product Launches & Filming Venue hosting for product launches and advertisement filming across multiple areas of the stadium.
• Wedding Packages Full wedding celebration packages including ceremonies and receptions with tailored packages and a £500 deposit, utilizing various suites including Hall of Fame and Stapleton Derby Premier Lounge.
• Christmas Party Nights Festive themed party nights including Cocktails & Candy Canes, Let's Party, Crazy Bingo, and Fairytale in New York with three-course meals and entertainment. Requires a £10 non-refundable deposit on booking.
• Proms & Graduations School prom hosting with catering, entertainment, and flexible room setups for summer celebration events.
• Funeral Reception Respectful life celebration and funeral reception hosting including use of Steve Prescott Memorial Garden for ashes.
• Concerts & Major Events Live music concerts and major events hosting including St Helens R.F.C. matches, Liverpool FC Women games, and fireworks displays.
• Gala Fest Multi-day festival event with live music, food vendors, and entertainment offerings held at The HALO.
• Networking with Saints Bimonthly business networking events featuring guest speakers and breakfast networking, priced at £5 per visit (free for St Helens Chamber members).
• St Helens Business Expo
• St Helens R.F.C. Match Tickets Ticketed admissions to St Helens R.F.C. Betfred Super League home rugby league matches played at the stadium.
• Liverpool FC Women Match Tickets Ticketed admissions to Liverpool FC Women Barclays Women's Super League matches played at the stadium under a 10-year lease agreement. Adults £6.00; Over 65s £3.00; Young Adults £3.00; Juniors £2.00; group discounts available.

Quantifiable outcome

• The 2024 Business Expo hosted over 40 exhibitor stands and 150+ free general admission bookings in a single morning.
• +3 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Nine partnerships are on record, tiered core and minor.

• BrewDogcoreGTM or Marketing Partner · 1 January 2025BrewDog, a global craft beer brand, became the Principal Club Partner of St Helens R.F.C. in 2025. The stadium was renamed 'BrewDog Stadium' as part of this partnership, increasing brand awareness worldwide. BrewDog's logo appears on stadium branding, and the partnership includes visibility on the stadium's left sleeve of St Helens R.F.C.'s 2024 Away Kit.
• Liverpool FC WomencoreStrategic or Co-development Partner · 1 January 2024Liverpool FC Women became the new home of the club from the start of the 2024/25 Women's Super League season under a 10-year lease agreement. All home fixtures (except three at Anfield against Everton, Arsenal, and Aston Villa) are played at the BrewDog Stadium. The partnership includes joint pitch usage with St Helens R.F.C.
• St Helens CouncilcoreStrategic or Co-development Partner · 1 January 2024St Helens Borough Council is a key partner for the St Helens Business Expo and sponsors the annual 'From The Ground Comes Light' family fireworks event. The council also provides free car parking for stadium event attendees.
• Glass FuturesminorStrategic or Co-development Partner · 1 January 2024Glass Futures is a neighbour facility near the stadium. A special edition of 'Networking with Saints' was held at Glass Futures in September 2024. Both organizations are integral parts of the regeneration of St Helens Town Centre.
• Fantastic FireworksminorImplementation/ SI/ Consulting Partner · 1 January 2024Fantastic Fireworks provides the professional firework display for the annual 'From The Ground Comes Light' family fireworks event at the stadium.
• real5 NetworkingminorGTM or Marketing Partnerreal5 Networking partners with the stadium to host networking sessions throughout the annual St Helens Business Expo day, helping businesses maximize profits, create opportunities, and develop new contacts.
• Willowbrook HospiceminorGTM or Marketing PartnerWillowbrook Hospice is a partner in the St Helens Business Expo organized at the stadium, contributing to the local business community event.
• Special FuneralsminorStrategic or Co-development PartnerSt Helens R.F.C. partnered with Special Funerals to make available officially licensed funeral vehicles (hearse and limousine) adorned with the club crest and imagery of both Knowsley Road and the BrewDog Stadium, as well as the fan chant 'Oh when the Saints go marching in'. Available for fans who want to include the club in funeral arrangements.
• St Helens Chamber of CommerceminorGTM or Marketing PartnerPreviously a key partner for the St Helens Business Expo and Networking with Saints events (offering free attendance to Chamber members). The Chamber has since closed, and the stadium has taken over organization of these events.

Scale indicators14 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• AJ Bell Stadium: Home of Sale Sharks and Salford Red Devils (Super League rugby clubs) in Greater Manchester. Closest direct comparable: another UK regional rugby stadium that doubles as a conference, wedding, and event-hire venue targeting the same North West corporate market.
• John Smith's Stadium: Home of Huddersfield Town (football) and Huddersfield Giants (Super League rugby). Dual-sport regional stadium with conference and banqueting operations — directly comparable to BrewDog Stadium's St Helens R.F.C. + Liverpool FC Women dual-tenancy model.
• Halliwell Jones Stadium: Home of Warrington Wolves (Super League) in Warrington. Comparable 15,000+ capacity regional rugby stadium with conference, event, and hospitality operations in close geographic proximity to St Helens.
• Eco-Power Stadium (Doncaster): Doncaster Rovers' home ground, a multi-purpose 15,000-capacity stadium used for football matches, conferences, weddings, and commercial events. Highly comparable regional English multi-purpose stadium model.
• Coventry Building Society Arena: Mid-sized multi-purpose arena in Coventry hosting Wasps rugby, concerts, exhibitions, and corporate events. Comparable mid-tier UK venue that combines sport tenancy with a large-scale conferences and exhibitions business.

Broad incumbents

• Principality Stadium: 74,500-capacity national stadium of Wales in Cardiff, hosting rugby, football, concerts, and large-scale conferences. Comparable diversified revenue model (sport + non-sport events) at much larger scale and a different geography.
• AO Arena Manchester: Manchester's largest indoor arena (21,000 capacity) hosting major concerts, family shows, and sporting events. A broader incumbent operating at scale in the same North West live-events market, but with a very different format (indoor arena, no rugby tenancy).
• Tottenham Hotspur Stadium: London's premier multi-purpose stadium hosting NFL, concerts, weddings, boxing, and conferences. A broader incumbent showcasing the upper ceiling of stadium-as-event-venue strategy that BrewDog Stadium is pursuing at a regional scale.

Regional players

• Manchester Central (former GMEX): Large dedicated conference and exhibition venue in central Manchester. Competes with BrewDog Stadium's corporate conference business in the same North West market but lacks stadium / outdoor / sporting-event capabilities.
• Exhibition Centre Liverpool: Waterfront Liverpool exhibition and conference venue. Direct competitor for corporate conferences, exhibitions, and awards dinners in the Merseyside region — BrewDog Stadium's primary catchment area.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/brewdogstadium
• Facebookfacebook.com/BrewDogStadium
• LinkedInlinkedin.com/company/totally-wicked-stadium
• Instagraminstagram.com/brewdogstadium

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Totally Wicked Stadium