Manchester United has launched another round of consultations regarding plans to build a new stadium. The club has opened a wide-ranging survey among supporters to gather their expectations concerning stadium features, ticket pricing and matchday atmosphere.

Consultations with fans enter a new phase

Manchester United has announced the launch of the next stage of fan opinion research regarding New Trafford Stadium. For the first time, the club has so openly engaged supporters in discussions about the future of its stadium infrastructure, including the replacement of the legendary Old Trafford. The latest survey has been prepared by the research company CSL, which conducts market analysis and consultation projects in the sports and entertainment sector.

As the club recalls, the first phase of fan research conducted in autumn 2024 attracted over 50,000 participants. It was the highest level of supporter engagement ever recorded in Manchester United’s history of club surveys. It was followed by a series of focus groups held in July 2025, which included representatives of different supporter groups.

Wide-ranging survey for all fans

As part of the consultation campaign, every fan who regularly attends matches receives an email invitation to complete the survey. This applies to season ticket holders, official club members and supporters who purchase single match or hospitality tickets.

At the same time, the club emphasised that supporters who opted out of marketing communication can still participate in the survey. In such cases, they simply need to fill out the questionnaire available on the project website and – if they have one – provide their supporter ID.

The deadline for completing the survey is 6 November at 23:59 GMT. Due to regulations, only participants aged 18 or over are allowed to take part. However, the club announced that opinions of younger fans will be collected through separate channels, including dedicated focus groups.

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Atmosphere and accessibility as priorities

The club outlined the core principles behind the stadium project. As Manchester United stresses: We want to create the best stadium in the world for the best team and fanbase in sport – guided by fans’ input throughout the design and development process.

Matchday atmosphere has been identified as a key factor. The club openly admits concern that excessive commercialisation could weaken the traditional character of Old Trafford. Particular attention was given to the famous Stretford End, which is intended to remain a loud, vibrant heart of the stadium. The club emphasises that the new facility must not exclude its most loyal fans from attending matches, while affordability must remain a foundation of its ticketing policy.

Manchester United has also declared that it wants to maintain the cheapest ticket prices at a widely accessible levels. To achieve this, the club plans to expand its premium offer, which would partially subsidise more affordable seating for the wider fanbase.

Testing pricing scenarios and new products

In the survey, the club asks fans to evaluate various hypothetical pricing and product scenarios connected with the new stadium. The questions concern types of seating, proposed amenities and the differentiation of ticket categories. A separate section covers the premium offer, including hospitality areas and VIP seating, which could in the future help maintain accessible prices in other sectors of the stadium. Some questions also examine fans’ attitudes towards price differentiation depending on seat location and the functions offered in each area.

The club notes that the figures presented in the survey do not constitute any form of offer or proposal. They are purely a research tool designed to measure interest in different options. Importantly, fans are presented with randomly selected scenario variations, meaning individual examples may vary between respondents – even within the same supporter group.

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Optional seat licences?

One of the elements of the survey is an evaluation of the potential introduction of seat licences. This model involves purchasing the right to occupy a specific seat for a set number of years in exchange for a one-time payment.

Such solutions have been used at several stadiums worldwide, often as a mandatory component for season ticket holders. Manchester United, however, is considering a completely optional version. The club assures that traditional season tickets will remain available – with unchanged benefits such as retaining the same seat and eligibility for away and cup final ticket ballots.

Seat licences could be supplemented with additional benefits, although these have not been specified yet. This is one of several potential financial mechanisms being explored as part of the stadium project and will continue to be discussed with fans in future consultation stages.