The Murrayfield Experience

What The Murrayfield Experience does

The Murrayfield Experience is a private hospitality and event venue operator based at Scottish Gas Murrayfield Stadium in Edinburgh, Scotland. The company sells a portfolio of premium event services built around the iconic stadium, including rugby hospitality packages (Scotland internationals, Edinburgh Rugby, Women's Six Nations), concert hospitality (Luke Combs, Bon Jovi), conferences and corporate events, private dining, banqueting, and curated experiences such as stadium tours and pitch-side access. Its venue inventory spans seven configurable spaces ranging from intimate 20-guest Murrayfield Boxes with pitch views up to the 1,500-guest combined West Stand, enabling the operator to serve events from small private meetings to large-scale banquets and exhibitions.

The business operates a one-time-purchase revenue model with no disclosed subscription or recurring contracts. Pricing is event-specific and per-cover, with premium rugby hospitality packages priced at £354-£479 + VAT per person and supplementary add-ons (e.g., After Party tickets at £50 + VAT). Customer segments include corporate clients (primary) for entertaining and conferences, rugby fans (primary) for matchday hospitality, concert-goers, and private event hosts. Go-to-market is primarily direct enterprise field sales, with dedicated Sales & Events Managers handling corporate enquiries, supplemented by a website booking system, Instagram (@themurrayfieldexperience), and email newsletter. The company is a Scottish-incorporated private entity (company number SC211067) with 11-50 employees and no disclosed parent company, investors, or ownership structure. No revenue, funding, or financial figures are publicly disclosed.

Name

The Murrayfield Experience

Legal name

The Murrayfield Experience

Website

https://scottishrugbyhospitality.org

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

The Murrayfield Experience is a private Edinburgh-based venue and hospitality operator at Scottish Gas Murrayfield Stadium, offering rugby hospitality, concert packages, conferences, private dining, and curated experiences for corporate clients, sports fans, and private event hosts across the UK.

Ownership category

akta.pro rank

Product category

Stadium Event Venue Hospitality

NAICS

Spectator Sports (7112), Drinking Places (Alcoholic Beverages) (72241), Drinking Places (Alcoholic Beverages) (7224)

SIC

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

akta.pro primary industry

Sports Hospitality & Premium Experiences (VIP, Suites, Fan Zones) (MPAGAMAJ)

akta.pro secondary industries

Concession & Stadium / Arena Catering (THAFAIAG), Event Catering (Weddings, Social, Private Parties) (THAFAIAB)

Keywords

• Rugby hospitality services
• Event venue management
• Conference hosting services
• Stadium hospitality packages
• Corporate event catering

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 hospitality packages for rugby matches, concerts, and sporting events including exclusive lounges, premium seating, and fine dining experiences.
2. Venue Rental: Rental of versatile event spaces including suites, private boxes, and meeting rooms for conferences, corporate events, private dining, and banquets.
3. Experiences: Curated experiences including stadium tours, pitch-side access, whisky tastings, and special event packages.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

The Murrayfield Experience operates event and hospitality services at Scottish Gas Murrayfield Stadium in Edinburgh, selling premium rugby match-day hospitality packages, conference and event hosting, concert hospitality, banqueting, private dining, and curated experiences such as stadium tours and pitch-side access. Offerings are sold to both corporate clients (conferences, exhibitions, corporate entertaining) and individual consumers (rugby fans, concert-goers, private event hosts) across multiple venue suites ranging from 5 to 1,500 guests.

Product overview

The Murrayfield Experience is a venue hospitality and events management company operating Scottish Gas Murrayfield stadium in Edinburgh. The company offers a unified portfolio of event services centered around its iconic stadium venue, comprising core hospitality products (Rugby Hospitality, Scottish Rugby Hospitality, Edinburgh Rugby Hospitality, Conferences and Events) supported by configurable venue spaces (Thistle Suite, President's Suite, West Stand, Centenary Club, Murrayfield Boxes, Moncreiff Suite, Cap & Thistle), experience offerings (stadium tours, pitch-side surprises, private dining), and supplementary services (Banqueting, Concert Hospitality, Seasonal Events). The offering is architected as a venue-centric platform where modular hospitality packages can be combined with physical spaces to deliver personalized event experiences.

Differentiator

Problem solved

Functional benefit

Brands

• Thistle Suite: Venue suite accommodating up to 600 guests with flexible configurations for banquets and exhibitions.
• Murrayfield Boxes
• President's Suite
• West Stand
• Centenary Club
• Moncreiff Suite
• Cap & Thistle

Products and services

• Scottish Rugby Hospitality Premium hospitality packages for Scotland international men's and women's rugby fixtures at Scottish Gas Murrayfield, including exclusive lounges, premium seats, and top-tier dining. Targeted at corporate clients and individual rugby fans for match-day experiences, client hosting, and special occasions.
• Edinburgh Rugby Hospitality Hospitality experiences for Edinburgh Rugby matches featuring fine dining, premium comfort, and exclusive access to hospitality spaces at Scottish Gas Murrayfield. Targeted at corporate clients and individual supporters attending Edinburgh Rugby fixtures.
• Conferences and Events Conference and event hosting at an iconic Edinburgh venue with state-of-the-art facilities for corporate gatherings, exhibitions, and meetings of various scales. Targeted at corporate clients needing impressive central venues with professional conference facilities.
• Venue Spaces (Suites) Rental of multiple event suites at Scottish Gas Murrayfield, including Thistle Suite (up to 600 guests), President's Suite (up to 600 guests with private entrance), West Stand (up to 1,500 guests), Centenary Club (up to 200 guests with private bar and tunnel access), Murrayfield Boxes (up to 20 guests, 10 pitch-side locations), Moncreiff Suite (up to 120 guests), and Cap & Thistle (up to 120 guests). Targeted at corporate clients, event planners, and private function hosts needing flexible room configurations.
• Experiences Curated experiences including exclusive stadium tours, pitch-side surprises, and bespoke event planning for unique and memorable occasions. Targeted at individual consumers, families, and corporate groups seeking differentiated access and personalized activities at the stadium.
• Concert Hospitality Premium hospitality packages for concerts and live entertainment events at Scottish Gas Murrayfield, including premium dining and exclusive seating. Targeted at concert-goers seeking premium viewing and dining experiences at live music events.
• Seasonal Events Special event packages for seasonal occasions, including Christmas celebrations at Murrayfield. Targeted at corporate clients, families, and private groups seeking curated seasonal experiences.

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Local Catering PartnersminorOthersThe company collaborates with a range of local partners in catering and events to help deliver outstanding experiences. Specific partner names are not publicly disclosed on the website.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Aviva Stadium Hospitality: Premium hospitality and venue events at Dublin's Aviva Stadium, home of the IRFU and FAI. Direct peer in rugby/soccer premium hospitality, conference hosting, and concert events at an iconic national stadium.
• Principality Stadium Experience: Welsh Rugby Union's hospitality and events arm at Principality Stadium in Cardiff. Direct peer in rugby-anchored stadium hospitality, suites, concerts, and conferences with overlapping international rugby and touring concert calendar.
• Twickenham Experiences: Operates premium hospitality, conferences, and events at Allianz Stadium Twickenham, the home of English Rugby. Closest direct peer — same product (rugby matchday hospitality, suites, conferences) at the home of another tier-one rugby union, comparable customer base and price points.
• Croke Park Hospitality: Premium matchday and event experiences at Croke Park, Dublin's GAA and concert venue. Comparable iconic national stadium with similar suite-based premium hospitality, conference, and concert programming.

Emerging players

• Tottenham Hotspur Stadium Experiences: Premium hospitality, NFL, and concerts at Tottenham Hotspur Stadium in London. Comparable premium-suite, multi-purpose stadium model serving corporate clients and concerts, though anchored on Premier League rather than rugby.

Others

• Sodexo Live!: Global sports, leisure, and event hospitality services provider operating premium hospitality at major stadiums, arenas, and events. Ecosystem peer as a hospitality services platform whose venue-style premium experience model is comparable to Murrayfield's offering.
• Event360 / Levy UK: Major UK sports and event hospitality catering and hospitality operator supplying premium matchday experiences and concessions at stadiums and arenas. Adjacent infrastructure peer supporting similar stadium hospitality programmes across the UK.

Broad incumbents

• Wembley Stadium Hospitality: Premium hospitality, boxes, and conferences at Wembley Stadium in London. A larger incumbent in the same stadium hospitality category, with overlapping product (suites, VIP, conferences) but a significantly broader event portfolio spanning football finals and major concerts.

Regional players

• Edinburgh International Conference Centre (EICC): Major Edinburgh-based conference and events venue competing for the same corporate event and conference budgets as Murrayfield. Local competitor in the conferences and banqueting segment; less differentiated on the sports hospitality side.
• Gleneagles Hotel: Luxury Scottish resort venue hosting conferences, weddings, and corporate hospitality. Comparable high-end corporate entertaining, banqueting, and event use cases, though operating as a hotel/resort rather than a stadium.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/themurrayfieldexperience
• Xx.com/murrayfieldexp
• Facebookfacebook.com/TheMurrayfieldExperience
• LinkedInlinkedin.com/company/themurrayfieldexperience

Revenue estimate

Valuation estimate

Number of profiles

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 The Murrayfield Experience