New Experiences, New Entertainment and More Reasons to Arrive Early this Season
Ulster Rugby supporters can look forward to an enhanced matchday experience this season, with a host of exciting new additions and improvements set to make visits to Affidea Stadium better than ever.
While many of the new features will officially launch at our first BKT United Rugby Championship fixture of the season against Edinburgh on Friday 25 September (7.45pm kick-off), supporters attending this Friday's Bank of Ireland Pre-Season Friendly against Ospreys (7.45pm kick-off) will get a first look at some of what's to come.
From new food and beverage options to enhanced fan entertainment, interactive experiences and an upgraded Fan Zone, there will be more reasons than ever to arrive early and make the most of your matchday.
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Guinness Arrives at Affidea Stadium
Following the launch of our new partnership with Diageo, supporters will now be able to enjoy a wider range of beverages throughout the stadium, including Guinness, Guinness 0.0, Rockshore Lager and other favourites from the Diageo portfolio.
Fans will also notice the brand-new Rockshore Pop-Up Bar, creating another convenient location to grab a drink and soak up the atmosphere before kick-off.
More Food, More Choice
We've expanded our food offering for the new season, introducing new food trucks and a wider variety of meal options around the stadium.
Supporters can also take advantage of new meal deals, including a dedicated Kids Meal Deal and Family Bundles, helping make matchday more affordable and enjoyable for families attending games together.
An Enhanced Fan Zone and Supporter Village
Our Fan Zone and Supporter Village have received a significant upgrade for the season ahead.
A new stage and big screen will become the focal point of the pre-match experience, giving supporters more opportunities to engage with the action before kick-off while creating an even bigger matchday atmosphere around the stadium.
Live Music Around the Ground
Adding to the matchday atmosphere this season, Boom Strutt Brass Band will be roaming around Affidea Stadium before kick-off and during the actions, bringing their high-energy mix of brass and percussion directly to supporters. Expect plenty of music, crowd interaction and entertainment as they help build the excitement throughout the game.
Player Entrance Walk
Be part of the build-up to kick-off by joining our new Player Entrance Walk. Gather along the route and welcome the Ulster Men as they make their way to the tunnel ahead of the match, accompanied by the sounds of Boom Strutt Brass Band and the support of the Ulster faithful (more details to follow).
The Cool FM Pre-Match Show
Starting one hour before kick-off, Cool FM will host our brand-new pre-match show live from the Cool Stage.
The show will feature player and special guest interviews, expert pundit analysis, team news and line-up previews, highlights from previous fixtures, competitions, giveaways and interactive games to get supporters warmed up for the match ahead.
A New Interactive Light Show
Get ready to become part of the action before the game even begins.
Supporters will be able to connect their phones to our brand-new interactive pre-match light show, creating a stadium-wide display as the teams prepare to take the field. It's a unique experience designed to build anticipation and create an unforgettable atmosphere ahead of kick-off.
Half-Time Trivia Sponsored by AbbeyAutoline
Think you know your Ulster Rugby history?
Our new interactive half-time trivia game, sponsored by AbbeyAutoline, gives supporters the chance to test their knowledge and compete against fellow fans directly from their phones.
Whether you're a lifelong supporter or attending your first game, everyone can get involved. And don't worry, our popular half-time minis fixtures will continue as part of the entertainment too.
Introducing Fan Cam
We're giving supporters a new way to be part of the big-screen experience.
Using their phones, fans will be able to submit live content and feature on the stadium screens throughout the game, creating a fresh and interactive twist on the traditional fan cam.
Welcome to The Supporters Bar
The former Lineout Bar has been reimagined as The Supporters Bar, creating a dedicated home for supporters on matchdays.
Hosted by SUFTUM On Tour, the space will offer music, flag collection, fan activities and plenty of pre-match craic, making it the perfect place to meet friends and build the atmosphere before heading to your seat.
All supporters are welcome!
More Benefits for Season Ticket Holders
Season Ticket Holders will be able to collect their brand-new 2026/27 lanyards at our first URC fixture against Edinburgh on 25 September.
The lanyard will provide access to exclusive benefits throughout the season, including 10% discount in the Castore Store and access to the popular 9 Counties Bar.
More Activities Around the Ground
Our partners and sponsors will be bringing even more activities to Affidea Stadium throughout the season.
From product sampling and giveaways to rugby challenges and family-friendly games, supporters of all ages will have plenty of opportunities to get involved before kick-off.
Arrive Early and Make a Day of It
With more entertainment, more food and drink options, and more ways to get involved than ever before, there's never been a better time to arrive early and enjoy everything Affidea Stadium has to offer.
Join us this Friday night against Ospreys for a first glimpse of the new matchday experience, before the full programme launches at our opening URC fixture against Edinburgh on 25 September.