Manchester’s live entertainment scene has changed massively since 14 May 2024. That’s the very day that Co-op Live officially opened on the Etihad Campus.
For many up north, they didn’t know what to think of it. It cost £365million and took over three years to construct.
After opening, they had problem after problem. Power supply issues, cancelled shows, and reputational damage all followed in the first few weeks.
However, two years on, and the picture looks a bit different. Turner & Townsend has mentioned that the stadium has contributed over £1.3billion in turnover since opening.
Performance so far
The venue is now hosting 120 major events per year, pulling in around 1.3 million visitors annually. That’s a huge addition to Manchester’s already exciting live entertainment calendar.
The arena has hosted:
- Paul McCartney’s Got Back tour
- Billie Eilish (four consecutive nights)
- Bruce Springsteen and the E Street Band (three nights)
- Olivia Rodrigo
- Ed Sheeran
- Charli XCX’s Brat Tour opener
- The 2026 BRIT Awards in February
Adding to this, the NBA has confirmed it’ll play its first-ever Manchester regular-season game at Co-op Live in 2027.
Understandably, also. The arena has been recognised as the New Concert Venue of the Year at major industry awards, inviting new organisers to use the space.
How they’re generating revenue
The venue’s commercial success comes from a few different revenue streams.
First, of course, is ticketing volume. With 120 events a year and an average capacity of 20,000 per show, Co-op Live moves serious volume. Even at an average ticket of £80 to £120, that’s hundreds of millions in revenue.
Second is sponsorship and partner revenue. Though Co-op is the main headline sponsor, they still have commercial partnerships that run across multiple categories. This includes everything from official transport to hospitality, technology, and entertainment partners.
Official partners include the likes of Barclays, OVO, Diageo, and Sky. However, we imagine they’ll move to the online entertainment sector soon.
A casino sponsor offering slot games and welcome offers to UK customers could benefit both sides. A revenue-share or fixed-fee deal can help boost the arena’s income, while the welcome offer can help boost conversion rates for the deal. Whether this happens or not, we’ll have to see.
Third is hospitality, food and drinks. Co-op Live has 32 bars, restaurants, lounges, and 12 premium hospitality spaces. With an official beverage sponsor, Diageo, they’re able to capitalise heavily on this during events.
What does the future hold?
The future for Co-op Live looks busy. The 2027 NBA fixture is a major goal and one that’ll put them on the international stage, boosting their popularity further.
It doesn’t look like it’ll slow down anytime soon, either. Every tour in the UK ends up in Manchester, and Co-op Live is looking like a go-to destination.
Plus, they have momentum now. The start was rough, admittedly. Now, however, they’ve got the win behind them and larger events, like the NBA, will continue to use their facilities.
Feature image: Anthony Parkes/Creative Commons Attribution-Share Alike 2.0
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