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The Terrace, the new fan experience at the American Express Stadium will officially open on Tuesday 1 April for the club’s Premier League match v Aston Villa.

On a matchday it will be known as the Heineken Fan Zone at The Terrace – a brand-new digital sports bar experience that will be open for longer hours pre and post-match for supporters coming to the game.

Acting as an indoor/outdoor space for up to 3000 people makes it the biggest in the Premier League.

Heineken are extending their partnership as naming-rights holders of the matchday fanzone and working with the club to create a world-class fan experience pre and post-match.

Richard Campbell, Trading Director at Heineken UK said: “We’re delighted to be expanding our sponsorship of Brighton & Hove Albion FC by partnering together to create the new Heineken Fan Zone. Just like the team at the American Express Stadium we are always looking at how we can elevate the fan experience, and The Terrace will be the perfect place to do just that. We’re looking forward to seeing supporters old and new enjoying our beers and ciders whilst celebrating an Albion matchday.”

The opening of The Terrace, a multi-million-pound development, will complete the first phase of £40m worth of investment in a range of improvements across the site, aimed at improving the matchday experience for Albion supporters.

What to expect on a matchday

American Express Clubhouse

On the mezzanine level of the Heineken Fan Zone, the American Express Clubhouse will be available to all American Express® Cardmembers, along with up to three guests for each matchday (on a first-come, first-served basis), for fans wanting to immerse themselves in the matchday atmosphere.

After the match, the Heineken Fan Zone and the American Express Clubhouse area will remain open for fans to socialize, watch the late kick-off, or enjoy entertainment on the stage.

Commenting on The Terrace, Aaron Burke, VP of Global Brand Sponsorships at American Express, said: “We couldn’t be more excited to partner on The Terrace at the American Express Stadium™ and to extend our longstanding relationship with Brighton & Hove Albion FC.

“We love nothing more than granting special access and creating unforgettable moments for our Cardmembers and Albion fans. So, we are thrilled to be launching the American Express Clubhouse – a dedicated, elevated space for Amex® Cardmembers and their guests before and after every match on the upper level of the Heineken Fan Zone – to ensure that the matchday experience will be even better.”

Food and Drink

Full drinks range from Heineken, including: Heineken® Original, Heineken® 0.0, Cruzcampo, and Brixton Reliance Pale Ale. In addition, we have Harvey’s, our local ale, being served at the Heineken bar on the ground floor.

Introducing four new Sussex food kitchens in partnership with our catering partners, Sodexo Live!

BITES by Steven Edwards

Mouth-watering burgers, beef hotdogs and sides from our Sussex based BBC Masterchef: The Professionals winner

Lost Boys Chicken

Signature chicken dishes, sauces and sides from a Brighton culinary institution

Zen

A menu of sandos, Asian fusion favourites, vegan and vegetarian variety

Melts

Toasties, shakes, not your ordinary donuts and everything else café culture

All food and drink will be ordered digitally, online, on the Brighton & Hove Albion App or via ground floor digital screen order points and collected in the Heineken Fan Zone dedicated areas when displayed as ready.

The entertainment

The screens – inside the building are full width screens that will be showing all the sporting action ahead of Albion games. Outside the building, we will be relaying the key match information and displaying live sport on the huge wrap around screens.

Music – inside the Heineken Fan Zone we will have a mix of DJ Sets and live bands before and after the match from the stage and broadcast inside and outside of the building.

Special guests – we will have special guests in the Heineken Fan Zone on most matchdays to provide insight and entertainment to all supporters.

More details will be confirmed in the coming weeks. Let us know what you want to see at theterrace@brightonandhovealbion.com

Some matchday FAQ’s

It is designed for home fans with tickets for the match, Albion colours are welcome in all areas here.

As a sports bar, seating is designed to be limited and cannot be reserved, ensuring fans can access and move about to view the screens, collect food and drink and use the facilities easily.

As a sports bar, the building is expected to be noisy and may not be suitable for very young fans

It is free to enter on matchdays with internal capacity limits.

The Terrace will operate in line with the stadium for supporter conduct terms and conditions.

We will continue to review and adjust these plans after every match day as we understand further how supporters are using the space.

What to expect on a non-matchday:

Live sporting, music and away screening events

The Terrace will be open for all major sporting events and Albion away matchdays. The current schedule includes:

Crystal Palace v Albion (PL) – 5 April*
Brentford v Albion (PL) – 19 April*
Easter Eggstravaganza – 20 April
Everton v Albion (WSL) – 27 April*
Wolves v Albion (PL) – 10 May*
Aston Villa v Albion (WSL) – 11 May*
Eurovision Party – 17 May
Spurs v Albion (PL) – 25 May*
Father’s Day Party – 15 June

*subject to broadcast schedule and approval.

These events will be ticketed to estimate demand and can be booked online at theterraceofficial.com or through the club app. More events being added soon.

Private events and hire

The Terrace will be available to book for your own event, personal or corporate events. Please visit theterraceofficial.com for more information on how to book. With the closed doors capacity of 1000, it makes it one of the largest private hire spaces available in Brighton. The Terrace will be the perfect space for product launches, summer parties and music events.

Café destination

The Melts Café will be open daily between 9am-2pm for visitors to the Amex, serving an additional range of lite bites, delicious barista style coffees, a wide range of teas, refreshing milk shakes, and toasted sandwiches.

The Terrace bar and other food kitchen opening hours will vary depending on the live sporting, entertainment & music events schedule.

Food delivery/remote ordering

We know that with many students nearby that there will be demand for a food delivery service for our food kitchens – something we are hopeful to start with delivery partners in the summer.