Ashton Gate Stadium, Bristol

Developing a Sporting Quarter with Technology at the Core


Bristol Sport Group was set up by Steve Lansdown with the vision to inspire the community through sport and success. Based at Ashton Gate Stadium, the group aspire to be a venue which isn’t just a football or rugby stadium but was a 365-day destination, alternating from sporting events to large concerts, to a conference and events centre.

The Challenges

When Ashton Gate was redeveloped, the technology had not caught up with the modernisation project. Innovation is at the heart of the group aspiration for their users – whether it is watching the game, a concert or in for a meeting. Ashton Gate were looking for a technology partner to help unpick the supplier base, generate a future strategy, and work closely with their team behind the scenes to drive technology advancement.

The PTI Solution

First engaged in 2018, PTI initially audited the technology setup before writing the technology strategy for the period 2018 – 2021 – focussing on achieving the groups business outcomes. With a retained consultant on site acting as CTO, PTI are continuing to assist Ashton Gate with the implementation of this strategy.

Further engaged to strategize in the digital space, PTI are helping Ashton Gate migrate to an App-based approach to boost fan engagement and ease fan interactions with the venue. Importantly for a post COVID-19 world, PTI managed the roll out of cashless purchases, which was trialled successfully at the start of the 2019/20 season.

We are commercial operators, we’re not necessarily knowledgeable around technology. PTI brought in a strong level of gravity and experience of IT, able to challenge our suppliers and brought a skill set that didn’t exist in our own team. Because technology moves so fast, and we aspire to be a stadium that is completely connected, we partnered with PTI and they raised our standard. We are now pushing ourselves digitally, to be App-based to allow our fans to buy tickets through this means and more. PTI have been excellent in their council and advice in finding the right suppliers for us to complete this.

Mark Kelly, Managing DirectorAshton Gate Stadium and Bristol Sport

What’s Next

As Bristol Sport Group, the digital and technology journey continues as the drive to a mobile first, digitally engaged customer, gathers pace.

As a venue, Ashton Gate have a plan to create a sporting quarter and are looking to submit full planning before the end of 2020. This will be on the site aligned with the stadium and will be used as a basketball arena for the Bristol Flyers/multi-use arena. A hotel will also be connected to provide an increase in space for conferencing and events.