Highbury was for Gooners.
The Emirates is a London brand like the Houses of Parliament, Big Ben, Buckingham Palace, The British Museum and The London Eye.
How to increase your revenues?
Widen your fanbase.
How do you widen your fanbase?
Make it easier to sample non-users who now want to see a game,get some merchandise and go home happy.
All clubs do it.
For £129 you can now see Arsenal through Thomas Cook.
2012/13 Arsenal tickets + Hotel Breaks on sale now
You can see other big clubs as well.
Loads of punters and occasionals want to see London’s biggest club play at their big new stadium.