Cheltenham Town FC – Mirage Seating Renewal in the Main Stand

Project overview

Link Stadium Seating recently completed a seating renewal project in the Main Stand at Cheltenham Town FC's Whaddon Road stadium, delivering a range of seating configurations based on the versatile Mirage platform.

The installation combined General Admission seating with premium upholstered options and bespoke VIP seating featuring club branding, creating a consistent look across multiple areas of the stand while catering to different spectator experiences.

A flexible seating solution for every area of the stand

Modern stadiums often require different seating specifications within the same venue. For this project, Cheltenham Town FC selected our Mirage seat, allowing a single seating platform to be adapted for general spectators, hospitality areas and directors' seating.

The renewal comprised:

• Nine rows of General Admission Mirage seating.

• Three rows of upholstered and padded Mirage seats.

• Seven rows of bespoke VIP and directors' seats featuring embroidered club crests.

Using one seat design throughout the Main Stand ensures visual consistency while allowing each area to meet its own comfort and operational requirements.

Mirage seating for General Admission, hospitality and VIP areas

Designed specifically for the demands of the sports and leisure sector, Mirage provides a durable and versatile seating solution for a wide range of applications, from standard spectator seating through to premium hospitality and directors' areas.

Optional features, including upholstery, padding and bespoke branding, enable clubs to tailor the seat to suit different spaces within the stadium while maintaining a cohesive appearance across the venue.

The project demonstrates how a single seating platform can be configured to meet the differing requirements of General Admission, hospitality and VIP environments without compromising on aesthetics or spectator comfort.

Project at a glance

Venue: Cheltenham Town FC, Whaddon Road

Stand: Main Stand

Project type: Seating renewal

Seat model: Link Mirage

Installation comprised:

• General Admission seating.

• Upholstered and padded seating.

• Bespoke VIP and directors' seating featuring embroidered club crests.

About Mirage

Mirage is a versatile spectator seat developed for sports venues, arenas and leisure facilities. Suitable for both indoor and outdoor use, the seat can be configured with a range of optional features, including upholstered seat pads, premium finishes and bespoke branding.

Its flexibility allows clubs to create a consistent seating solution across General Admission, hospitality and VIP areas while meeting the specific requirements of each space.

Images kindly supplied by Cheltenham Town FC