Oxford United appoints creative agency 20.20 for new stadium design

Oxford United Football Club has partnered with London-based 20.20 to build a unique identity and experience strategy for its proposed new 16,000-capacity stadium.

20.20 is a brand experience consultancy specialising in supporter engagement and research, brand positioning, brand communication and hospitality design.

It strongly emphasises fan feedback and draws on real-life experiences for inspiration.

So far, the agency has completed extensive market analysis and trend research and engaged the local Oxford community via online surveys, in-person vox pops and in-depth interviews.

It’s previously worked with some of the UK’s biggest football clubs, including Arsenal, Manchester City and Liverpool FC.

The plans to build a multi-purpose stadium on land known as the Triangle, near Kidlington, include a 180-bed hotel, restaurant, conference centre, health and wellbeing space, gym and a community plaza.

Working closely with Oxford United, 20.20 will develop an identity that reflects the club's modern and inclusive vision for the venue and incorporates its history and heritage.

Adam Benson, chief commercial and marketing officer at Oxford United, said: “Our ambition is to build an Oxfordshire landmark which instils community pride while being accessible and inviting for all who visit.

“We want fans and visitors to identify with the new stadium designs and are drawing upon real-life experiences to inform decisions.

“Moving from the Kassam to our new home in Kidlington will be a significant change.

“However, fans can rest assured the new designs will respect our heritage and club culture.

“20.20 has an excellent track record of creating meaningful brand identities and destinations that resonate with people.

“They’ve worked on some of the most exciting projects in sport, so they’re the perfect partner to support our ambition of creating an internationally recognised, award-winning new stadium.”

Jon Lee, creative director at 20.20, added: “We’re thrilled to be part of the incredible team to create a best-in-class venue for Oxford and Oxford United.

“We can’t wait to share more as the project unfolds.”