Event management specialist Stadium is to provide crowd management services for major events at Wembley Stadium in a new multi-year deal.

The Coventry-based firm has signed a four-year deal with the Football Association to support venue operators with crowd management at future events such as Euro 2020 and England international football matches, NFL fixtures and music concerts.

The contract will see at least 70 of Stadium’s stewarding and security staff focusing on safety and customer experience as fans return to events at the iconic arena following the Covid-19 pandemic.

Scott Metcalfe, managing director at Stadium, said: “Over the past decade, Stadium has built up a strong reputation within the event management sector through the events it has worked on – ranging from London 2012, to Premier League football matches, sell-out concerts and high-profile conferences – this long-term deal we have struck with the FA is testament to that.

“The customer journey will look very different when crowds are eventually let back into venues and stadiums with new social distancing guidelines to follow. All our staff will be aligned with these changes to support the safe return of crowds back into stadia across the country when the time comes.

“We’re looking forward to working with the team at Wembley over the coming years, and hopefully operating at such a famous venue and brand can help us to not only expand our role at the stadium in the years to come, but further afield too.”

Stadium has worked with Premier League clubs including Liverpool and Manchester United, and provided services at the 2012 Olympic Games, 2019 ICC Cricket World Cup and 2014 Commonwealth Games in Glasgow.

Wembley is set to host seven games at the postponed Euro 2020, including both semi-finals and the final.

Image: Stadium