PanStadia & Arena Management Magazine is the undisputed world leader for the business of stadia, arenas, sporting events and venues on a global scale.

New seats for Stoke City FC’s East Stand at bet365 Stadium

The success story between Stoke City FC and Stechert continues.

Between 2013 and 2015, Stechert installed various seat types for Stoke City FC, including their VIP-seat ‘HAMBURG’ and ‘TipUp smart’, as well as 36 highly modern Bench Seats for the dugouts. Furthermore, Stechert equipped the hospitality areas of the stadium with over 700 of their ‘Lugano’ chairs.

As the venue name changed from ‘Britannia Stadium‘ to ‘bet365 Stadium‘ on 1 June, 2016, so the layout of the East Stand needed to be modified. In this context and with all of Stechert’s previously installed models having proved so convincing, the Club decided to order 5,000 new, high-quality seats from Germany’s world leader; namely their top selling ‘BERLIN’ tip-up seat.

Like all Stechert seats, the ‘BERLIN’ model is 100% made in Germany and of the best materials. Especially in countries like the UK, where the supporters stand and sometimes kick the backrests from behind, a lot of the plastic backrests break easily. However, not Stechert’s BERLIN models, as the metal frame underneath and all around them provides extra stability.

The new seats will be installed during the summer break and will be ready for use on the first match day of the new English Premier League (EPL) season.

The project to replace the stadium seating is part of a wider refurbishment programme, which will see the remainder of the North, East and South Stands – including the proposed South East corner – benefit from the installation of new seats next year. Work will then be completed by replacing seats in the Q-railing (West) Stand in 2018.

Kay Habermaier, Stechert’s Head of Sales, is glad that the relationship between Stoke City FC and Stechert is constantly improving, as he stated:

We are working together with a very well-organised football club. They take one step after the other in a very smart way, focusing on top quality – not only in terms of seating but how they modernise the whole infrastructure of their stadium. We are looking forward to set a new level of seating in the bet365 Stadium and the Premier League.


For further information, please visit:


@PanStadiaArena #PanStadia


Stechert’s products will be featured in the ‘Innovations in stadium & arena seating’ feature that will be published in our forthcoming Q2 edition.


NB: PanStadia & Arena Management magazine, in association with Stechert, are offering a unique opportunity for a sports club, team or venue to win 10x brand new VIP seats! In a world ‘first’ for the sports industry, Stechert are offering the winner of this competition, no less than 10 of their world-leading ‘Hamburg VIP’ seats, completely free of charge! Simply enter online here by June 22 to be in with a chance of winning. The lucky winner be then be announced on June 27, with an interview/installation piece to be published in our Q3 issue.