Leeds United announced on the 8th of July this year that they have submitted the planning for the expansion of Elland Road to the City Council.
The rebuild will increase the stadium’s capacity from around 37,000 to 53,000 as the Whites hold multiple fans on the season ticket waiting list.
With 26,000 fans on the waiting list for a season ticket, it was logical that the 49ers enterprise would plan for an upgrade following their promotion to the English Premier League.
Revenue upside and PSR flexibility
Capacity remains the main subject, as the additional 15,000 seats will add the much-awaited expansion, as the Whites hope to maintain their status as a top-tier club.
There is also a financial aspect as it will generate recurring revenue, which the club will need to help them stay in the Premier League.
The addition of more premium suites and lounges will also help generate revenue of its own, as access is always for an inflated price.
Being recently promoted means the Whites still carefully plan their transfer strategy, which will affect their ability to stay. PSR restrictions are strict, as more income will help the club to balance its books.
The West Stand’s capacity will increase by 9,750 as the plan mentions an upgrade from 8,000 to 17,750 seats. The North Stand, on the other hand, will go from 10,414 to 15,300 seats.
As The Sun reported, the 49ers are also planning on hosting non-football events at the venue. This will help generate extra income as the club fights to stay under PSR.
The City Council has also planned the building of 2,000 new homes across 30 acres around Elland Road. This will help with the push of non-footballing events at the stadium.
Increasing the capacity will also make Elland Road the seventh-largest stadium in England. It will sit just above Newcastle United’s St. James Park.
Elland Road expansion costs, risks and timing
Club executives expect a net positive effect from the expansion (Credits: Imago Images)
The design leadership now sits with BDP after the concept work was done by KSS. The Whites haven’t released any public statements regarding the budget, but it is definitely going to hit the books.
Plans remain in accordance with a phased construction, keeping the stadium active even during the upgrade. However, this will temporarily hit matchday revenue as under-construction sections will be unavailable for use.
Nevertheless, a temporary effect isn’t much of a problem considering the long-term incomings. The expansion should result in a net positive outcome.
If the council’s neighbourhood framework proceeds broadly as outlined, the club benefits from a more valuable stadium ecosystem rather than a stand-alone showpiece.
The overall plan is strong as more seats mean more revenue, and non-footballing events will only add to the books, followed by the City’s plans around the area.
With the application already in progress, Leeds United don’t have much to worry about right now, as a decision might arrive late in October.
The Whites will be hoping for a green signal, which will help them plan further for the new year. This will allow Leeds to cash in on a long-awaited revenue stream as PSR won’t always be on the club’s neck.
