> ## Content Index
> Fetch the complete content index at: https://www.venuepremium.com/llms.txt
> Use this file to discover other available public pages before exploring further.

# Ulster Rugby Expands Food, Fan Tech and Pre-Match Programming at Affidea Stadium
- URL: https://www.venuepremium.com/ulster-rugby-expands-food-fan-tech-and-pre-match-programming-at-affidea-stadium/
- Published: 2026-09-17T22:05:04.000Z
- Updated: 2026-09-17T22:05:04.000Z
- Description: The 2026/27 program adds Diageo beverages, new food options, a rebuilt Fan Zone, interactive lighting, and supporter-led pre-match spaces across the Belfast venue.
- Author: Venue Premium
- Tags: News, F&B, Partnerships, Technology, Pro Team/Venue

**Ulster Rugby** is introducing a broader food, beverage, entertainment, and fan-engagement program at **Affidea Stadium** for the 2026/27 season, extending activity across the concourse, Fan Zone, Supporter Village, and stadium screens.

The changes follow the club’s new multi-year pouring partnership with **Diageo**, which makes Diageo the official pouring partner throughout general admission, premium hospitality, and corporate spaces. The beverage range will include **Guinness**, **Guinness 0.0**, and **Rockshore Lager**, while a new Rockshore Pop-Up Bar will create an additional point of sale before kick-off.

Food service is also expanding with new food trucks, a wider selection of meal options, and new value offers. A dedicated Kids Meal Deal and Family Bundles are intended to create more accessible choices for families attending fixtures together.

The Fan Zone and Supporter Village will feature a new stage and big screen, creating a central pre-match gathering area. **Cool FM** will produce a live pre-match show from the Cool Stage beginning one hour before kick-off, with player and guest interviews, team news, analysis, competitions, and interactive games.

A roaming performance from **Boom Strutt Brass Band** will add music and crowd interaction around the stadium before matches and during play. The band will also accompany the new Player Entrance Walk, which will invite supporters to line the route as the Ulster Men make their way to the tunnel.

The stadium’s new interactive light show will invite fans to connect their phones and participate in a stadium-wide pre-match display as the teams prepare to enter the field. A new Fan Cam feature will allow supporters to submit content from their phones for use on stadium screens during the match.

Ulster has also reworked the former Lineout Bar as **The Supporters Bar**, a supporter-led space hosted by **SUFTUM On Tour**. The venue will offer music, flag collection, and fan activities before matches.

The program places a larger share of the matchday experience before kick-off, combining additional food-and-beverage capacity with live programming and phone-based participation. It also extends Diageo’s new venue-wide role beyond standard concession service into premium hospitality and corporate areas.

> “This partnership represents an exciting opportunity to further enhance our offering across Affidea Stadium and continue improving the overall matchday experience for our supporters.” **– Hugh McCaughey, CEO, Ulster Rugby**

[https://ulster.rugby/news/new-season-new-matchday-experience-affidea-stadium](https://ulster.rugby/news/new-season-new-matchday-experience-affidea-stadium?ref=venuepremium.com)