Birmingham City’s stadium experience, reimagined

Birmingham City F.C. has redefined the match day experience — powered by Global Payments’ stadia and event solutions.

The customer

Birmingham City F.C. at St. Andrew’s stadium

In the summer of 2023, new ownership at Birmingham City F.C. marked the start of a new era for the club. With over £15 million invested into the stadium, the team set out to raise the standard of hospitality across St. Andrew’s — modernising spaces that hadn’t been updated in decades.

Iconic lounges like the former Jasper Carrott Suite have been transformed into vibrant new spaces such as The Garrison — a 1920s Birmingham gangster-themed pub bringing atmosphere and energy back into match days.

Alongside new caterers, Birmingham City F.C. partnered with Global Payments to enhance every touchpoint of the fan experience — from hospitality lounges to the concourse.

The challenge

Serving thousands of fans, fast

With 28,000 fans arriving and wanting service all at once, every second counts.

Before the club’s transformation, service speed and fan spend were major challenges. Many supporters chose to drink or eat elsewhere before games, resulting in lower revenue for the club.

The goal was clear: create a seamless, cashless match day experience that could handle high demand while improving service efficiency and satisfaction.

Birmingham City F.C. needed to:

• Serve fans faster and more efficiently during peak times
• Improve order accuracy and reduce queue times
• Create new, engaging spaces to attract fans earlier on match days
• Capture and analyse data to drive smarter business decisions

The solution

Modern payments powering a modern fan experience

Global Payments provided an integrated payment and ordering solution across St. Andrew’s — helping the club improve service speed, fan satisfaction, and operational efficiency.

• Handheld devices now allow servers to take orders directly at the table. Orders are sent instantly to the bar, so drinks are already prepared as the server returns.
• Self-order kiosks streamline service and reduce congestion, allowing fans to place and pay for orders quickly without relying on counter staff.
• Cashless payments ensure fast, simple tap-and-go transactions throughout the stadium, keeping lines moving and fans happy.

Beyond payments, data and insights now play a crucial role. The club can track fan purchasing patterns, identify peak demand times, and make informed decisions to continually improve the match day experience.

Since implementing Global Payments solutions:

• Significantly faster service in hospitality and public areas
• Increased fan spending and earlier arrivals on match days
• Reduced queue times and smoother flow across the stadium
• Improved staff efficiency through handheld and self-order technology
• Stronger data insights driving smarter operational decisions

Fans now arrive hours before kick-off to enjoy the new lounges, fan park, and vibrant atmosphere — all supported by reliable, fast, and connected payments technology.

With Global Payments, Birmingham City F.C. isn’t just upgrading payments — it’s reimagining the match day experience for the whole family.