On Saturday, before Fulham’s match against Everton, the club officially opened its new Riverside Stand at Craven Cottage. The exterior structure had been visible along the Thames since the pandemic, while the lower tier had been partially in use for the past three seasons.

An ambitious project – but not for everyone

Club CEO Alistair Mackintosh stated, This wonderful place has now been enhanced by a wonderful hospitality space. Behind this ambitious vision is Pakistani-American billionaire and club owner Shad Khan. Shad has turbocharged the vision, Mackintosh added. The cost of the investment significantly exceeded the original £100 million budget, though the final amount remains undisclosed. When construction began in 2019, Khan said: A location like no other – a real revolution for Fulham, our neighbourhood, and all of London.

The project was designed by the architecture firm Populous. The Riverside Stand features nine levels of hospitality, with season memberships priced from £3,000 to £20,000 – plus VAT. Single-match access is also available. This offer is aimed at those with deep pockets – in a club whose fans protest against rising prices, reminding that Fulham is still a club with traditional stands. For many supporters, Riverside may seem like a space belonging to a completely different social class – one that doesn’t match the club’s working-class roots, despite the elegant image of the district.

On May 1st, the club announced a small, thoughtful increase in season ticket prices – by 2.8%. This decision sparked mixed reactions among fans, who are accustomed to more affordable prices and the traditional atmosphere of the stadium. The contrast between the modern amenities – noticeable even in the toilets – and the club’s original character is hard for many supporters to accept.

© Mark

What does the new stand include?

The stadium is a place of contrasts – opposite its modern architecture stands the historic Johnny Haynes Stand, designed by Scottish architect Archibald Leitch. Inspirations are visible in the five-tier structure of Riverside, which echoes boathouses along the Thames – evoking Oxford-Cambridge races, scenes from Sliding Doors, and a Hard Day’s Night sequence with Ringo Starr. Fulham now aims to turn Craven Cottage into a year-round destination. A venue for everyone, all year round, says Mackintosh. On non-match days, runners can use the riverside promenade beneath the stand. Inside are exclusive restaurants and bars, including The Brasserie, The Gourmet, The Thames Bar Room, The Originals, The Dugout, and Marker’s Bar – all with river views.

Though the venue belongs to Fulham, football is not always the main attraction – the Thames is. The new Lighthouse Social membership programme, reminiscent of elite London clubs, offers access on non-match days (with packages from £750 to £1,250 annually). Membership doesn’t include matchday access, though it’s expected that 20–30% of members will opt in. A grand piano will even be placed at the top level of the stand – designed to evoke the Titanic’s ballroom. The entire interior was crafted by a Parisian firm specialising in luxury design. The menu features scallops, sea bream, and Veuve Clicquot – a sharp contrast to the pies and pints of traditional football grounds. The fourth-floor corridors resemble the cabins of the Orient Express, evoking the feel of an Agatha Christie mystery.

© Populous, Fulham FC