Featured image credit: Scottish Rugby/Elior UK
Elior UK has teamed up with Scottish Rugby to launch The Murrayfield Experience, a new hospitality and events brand positioning Scottish Gas Murrayfield as a year-round destination.
The Murrayfield Experience was rolled out during the recent Autumn Nations Series matches and is designed to offer a wider range of tailored services for events of all sizes.
The brand will look to offer bespoke hospitality for rugby fans, as well as families, concert-goers, corporate guests, conference organisers, private event hosts and more. A new head chef has been appointed as Scottish Rugby seeks to deliver a “world-class” food and beverage experience.
Signature menus, including bespoke Murrayfield dishes, will be launched and will include seasonal, locally sourced ingredients. The Murrayfield Experience also ties in with the stadium’s commitment to promoting men’s and women’s rugby, as seen in its hospitality for all Women’s Six Nations matches.
For next year’s Men’s Six Nations, The Murrayfield Experience will introduce tiered hospitality packages. The Murrayfield Experience hosted 1,100 guests per match during the Autumn Nations Series, with over 80 food outlets and curated hospitality packages on offer.
The experience will also be offering a new afternoon tea option to the recently launched stadium tours, and branded ‘smart meetings’ workspaces will be introduced in the coming weeks.
Gerry Devine, head of stadium operations at Scottish Rugby, said: “As the home of Scottish Rugby, Scottish Gas Murrayfield embodies our heritage and passion, and The Murrayfield Experience enhances this by offering something for everyone – from families and lifelong fans to newcomers and those seeking premium experiences. Striking this balance is essential, and I’m excited to see how our visitors respond.”
Natalaigh Taylor, head of marketing at The Murrayfield Experience, added: “The Murrayfield Experience is redefining how we engage with our visitors, whether that’s during high-energy match days or exclusive private events. We’re proud to set a new benchmark in stadium hospitality, creating memorable moments for local visitors and tourists.”
Murrayfield has hosted concerts from the likes of Harry Styles and Taylor Swift, with the latter setting a Scottish attendance record in June as 220,000 fans turned out across three nights. In 2025, the stadium will host Oasis, Billy Hoel and Robbie Williams shows.
Last year, Scottish Gas replaced BT as Murrayfield’s naming-rights sponsor as part of a wide-ranging deal with Scottish Rugby.
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