The Millennium Stadium, Cardiff

The aim of this case study is to show that the Millennium Stadium has a wide range of products and services which are marketed in different ways to different groups of customers.  A number of different organisations, not all of which are within the leisure and tourism industry, have to work together to stage events at the stadium.

The marketing and customer service provided by stadium is complex and does not follow the simple ‘textbook’ descriptions. 

By working through the case study students will be able to understand some of the complexities of the operation of a large multi-purpose facility such as the Millennium Stadium.