Helping Leeds United Unveil a New Era of Corporate Hospitality

Brief:

Leeds United Football Club recently invested in four new premium hospitality and corporate event spaces at Elland Road: the LUFC 1919, the Gary Speed Suite, the Hisense Leeds Lounge, and the Peter Lorimer Steakhouse.

The launch represented a significant investment in the club’s non-matchday offering, strengthening its position as one of Yorkshire’s leading destinations for conferences, corporate entertainment, and events.

Our brief was to reveal the new suites to key corporate partners, sponsors, and media with a campaign that reflected the elevated standard of the new facilities and generated strong awareness of Elland Road’s expanded hospitality and events capabilities.

Response:

The PGHL team designed a high-impact showcase experience that combined storytelling, hospitality and engagement.

Our strategy and delivery included a curated guest experience with VIP corporate partners, local business leaders and partners who were invited to an exclusive preview evening with guided tours of all four suites. The event also included a culinary showcase by the club’s in-house catering team who delivered a live tasting menu positioning the Elland Road offering as both innovative and indulgent.

A second experiential event was hosted for invited guests to experience the new Hisense lounge the largest of the new suites, complete with food, drinks music and entertainment.

All activity was supported with media relations, with pre- and post-event coverage coordinated to maximise visibility, including photography, press materials and social content all showcasing the new spaces.

The client said:

We put an enormous amount of thought into every detail of these new spaces, so seeing them come to life was a rewarding moment. The PGHL team brought real creativity and passion to the project and did an outstanding job curating an experience that reflected the quality of our new spaces and the ambition behind them. The feedback from guests and the positive media coverage that followed perfectly captured what Elland Road has to offer, which sets a new benchmark for premium conferencing and events in the region.

Abigail Banks, Leeds United conference and events co-ordinator‍

Results:

The launch successfully positioned Elland Road as a premier regional destination for corporate events, hospitality and conferences elevating the perception of Leeds United’s off pitch offering.

Key outcomes included overwhelmingly positive feedback from invited guests, strong local and trade media coverage and increased enquiries for corporate and private event bookings across the new suites and existing facilities.

· 42 pieces of media coverage

· 2.5m overall audience reach

· 186k estimated coverage views

· 5,650 social media engagement