Oxford United Football Club (OUFC) planned to build a new stadium to replace their existing facility, a critical development for the future of the ambitious Club. This relocation project offered an opportunity to provide modern infrastructure that would enhance the matchday experience, increase local economic activity, and foster community benefits.
However, the project faced significant challenges, including the need to complete a land deal with the County Council, and resistance from some local residents and stakeholders concerned about the environmental, community, and infrastructure impacts. There was also a need to navigate a complex planning process at District Council level, while securing strong support from both local and national stakeholders.
This presented an opportunity for JBP to develop and execute a comprehensive engagement strategy to secure consensus and build widespread backing for the stadium’s development.
JBP led an extensive, multi-platform stakeholder engagement campaign designed to secure local, regional, and national support for the stadium. The strategy focused on the following key actions:
Local and regional engagement: JBP conducted over 100 events and meetings, including listening sessions, public exhibitions, and direct dialogues with local representatives to address concerns and showcase the benefits of the new stadium. A transparent and inclusive approach ensured that the voices of residents, businesses, and community groups were heard.
Fan engagement: A robust fan engagement strategy was implemented to involve OUFC supporters in the design process. This fostered a sense of ownership and unlocked broader support for the project from across Oxfordshire.
National advocacy: The strategy expanded beyond the local level, leveraging key national stakeholders. This included a parliamentary reception where OUFC’s vision for sustainable stadium development was presented to MPs, peers, and other policymakers. Engagement in Westminster also enabled JBP to influence broader football governance reforms to benefit the club.
Public consultation and communication: A two-week public exhibition was held in October 2023, supported by extensive communication efforts through digital platforms, physical mailings, social media, and a project website. Clear, accessible materials ensured inclusivity, while feedback channels encouraged active participation.
Ongoing dialogue: JBP established the Stand United Community Forum, a monthly platform for dialogue with stakeholders and the public, providing regular updates and fostering continuous feedback.
JBP’s strategic engagement was instrumental in securing a significant milestone for the Oxford United stadium project: in 2024, Oxfordshire County Council signed the heads of terms, granting OUFC a lease for the land required for the new stadium.
The project successfully navigated complex stakeholder concerns, building a strong foundation of support at both local and national levels. The inclusive engagement process fostered transparency, built trust, and addressed key objections, enabling the project to progress towards its planning submission.
This comprehensive approach demonstrated the value of multi-channel engagement strategies in delivering large-scale, complex projects. By addressing concerns, incorporating diverse feedback, and ensuring transparent communication, JBP positioned the Oxford United Stadium as a transformative development for the club, the local community, and the region
