Experiential Fan Zone for British Airways

During the Six Nations Championships and the Autumn Internationals, Twickenham Stadium hosts some of the biggest fixtures in international rugby, along with exciting matchday activities beyond the pitch.

Working with Wasserman Live, Losberger De Boer provides the structure for the British Airways experiential fan zone, delivering a practical, well-designed space that supports large crowds and helps shape the wider event experience around the stadium.

The Project

Fan zones have become an essential part of live sport. They turn pre-match waiting time into part of the occasion, offering interactive activities, social spaces and branded experiences that bring fans closer to the action.

The British Airways fan zone operates during some of the biggest fixtures in the rugby calendar, welcoming thousands of supporters before kick-off and creating a lively, engaging atmosphere.

To support this, we delivered a fully covered venue designed to accommodate bars, seating areas, and activation zones, creating a flexible environment that works just as well for relaxed socialising as for high-energy matchday build-up.

What do we create?

The MaxiFlex Arcum is one of the most flexible large structures available in the market today. It is available in widths from 10 to 50m and offers countless configuration options. 

The specification includes: 

• Translucent or opaque roof covers
• Vertical or horizontal wall panels in glass or hard PVC
• Various roof options
• Optional canopy
• Single or double-storey

Why are experiential fan zones gaining popularity?

Fan zones are changing the way people experience live sport. They turn waiting time into part of the action, with things like VR challenges, photo spots and interactive games that bring fans closer to the event.

They’re also places to meet, share the buzz and feel part of the community. For organisers and sponsors, fans are more engaged, and there are more opportunities to grow the event.

The Result

During the first two match days of the 2025 Guinness Six Nations at Allianz Stadium:

• 243,000 fans attended
• 618 challenge interactions were recorded
• 1,300 foam hands were distributed
• Over 4,800 drinks were served within the hospitality space

Large-scale events rely on spaces that simply work. If you’re looking to create a brand space that can handle scale and deliver impact, please get in touch with our team. 

Find out more about how Losberger De Boer can support you at sports events here.