Worcester Warriors General Manager Ryan Bezuidenhout says next summer’s Bryan Adams concert is a sign of things to come at Sixways.
Sixways is set to host its first live summer concert since Status Quo visited the stadium in 2007, when Adams rocks the Worcester crowd on Friday 14 July.
And, according to Bezuidenhout, Sixways will become a major events destination over the coming years.
He said: “We are delighted to be working in partnership with LCC Live to attract someone of Bryan Adams’ stature, as he is an internationally-acclaimed star who is known for his ability to entertain.
“The Artificial Grass Pitch we installed in the summer means we are now able to host live concerts at Sixways and these events will be a key part of our business strategy going forward.
“Sixways is easy for people to get to, has on-site car parking and has top-class stadium facilities so we know how much potential there is for us to grow the events side of our business through live concerts.
“There is clearly an appetite across the West Midlands to watch top-end music stars and we believe Sixways will become a major destination for those stars over the coming years.”
Warriors’ Sixways Stadium is already held in high regard as an events destination and hosts popular Christmas party nights, dinners, conferences and events.
Last summer, action sport collective Nitro Circus entertained crowds on the Sixways pitch, while the British American Football Association has also brought games to the stadium.
And Bezuidenhout believes the Club are taking their events to the next level.
He added: “Hosting live concerts is a huge business and the fact our first act is such a well-known name is a sign of where this Club is heading off the pitch.
“We are very excited about future opportunities with other artists and hope Sixways concerts prove popular with music fans all across the region.”
Standing tickets for next summer’s Bryan Adams concert are available from Friday 2 December from £49, while seated tickets are available from £59 (please note all tickets are subject to a booking fee).
To register your interest for tickets ahead of Friday, email concert@warriors.co.uk. Please include your full name, email address and telephone number and one of the Ticket Office team will get back to you when tickets are on sale.
Hospitality packages are on sale now from £156. For more information or to book please call 01905 459354 or email events@warriors.co.uk.