Gloucester Rugby has partnered with Natural Green Creative Spaces to position Kingsholm Stadium as a venue for conferences, hospitality and corporate events.
The stadium, known for its passionate fanbase, can accommodate up to 1,000 guests across 20 flexible spaces. The club is targeting significant growth in non-matchday revenues through conferences, awards nights, private dining and hosted experiences.
James Forrester, commercial sales director at Gloucester Rugby, said: “Conferencing is a very big part of our business. We’re doing absolutely everything we can to make this business sustainable. Aligning with high-end brands like Natural Green helps us elevate the experience and it’s about how the club is perceived more widely.”
Natural Green has delivered three flagship installations designed to create immediate impact for guests: The Blind Side, a fully dressed hospitality lounge with immersive faux planting; the Captain’s Lounge, with portable, flexible planting schemes adaptable for any event layout; and the Hospitality Welcome Floor, a faux living wall offering an elevated arrival experience.
Amelia Gray, general manager (stadium and operations) at Gloucester Rugby, said: “These installations have provided an uplift to our spaces creating real wow moments. The quality is top end. They soften built structures and provide a genuinely elevated experience for guests.”
Natural Green’s work with venues including Royal Ascot, Cheltenham Racecourse and Goodwood was a key factor in the partnership.
Gloucester Rugby is committed to net zero (scopes 1–2) by 2030 and scope 3 by 2035. The choice of high-quality faux planting supports this: long-lifespan materials with UV stability reduce replacements, no irrigation systems are required, and a local supplier base cuts logistics and emissions.
Gray said: “We’re very aware of our footprint and we’re striving to be better. We’ve achieved a 7.5% reduction annually for two years, and projects like this help us stay on track.”