Oxford United appoint PR agency for new stadium communications

Oxford United has appointed Fortitude Communications to manage public relations for its new stadium as part of its wider project team.

The Sky Bet League One club selected Fortitude following a competitive tender process. Oxford United has a vision to create a sustainable sports, entertainment and lifestyle landmark. The club’s proposed new stadium in Kidlington would set the benchmark for community benefit, commercial innovation, environmental performance and put the visitor experience at its heart. 

The club is preparing a planning application for a 16,000-capacity stadium and complex including a 180-bed hotel, restaurant, conference centre, health and wellbeing space, gym and a community plaza. The building would be complemented by new landscaping and community focused public green spaces which would enhance the biodiversity of the site. 

Raising awareness

Communications activity for United will include raising awareness of the positive impact the new stadium will bring to the county. Fortitude will work in conjunction with public affairs and stakeholder engagement agency JBP, who have been representing the club since 2023.

Adam Benson, Chief Commercial and Marketing Officer at Oxford United, said: The stadium would be transformational for the region and provide a world-class destination for the community and county. It is an exciting project that is crucial for the sustainability of the club. 

Fortitude had an excellent understanding of the brief, plus experience, knowledge and passion for the club and project. They appreciate the club’s heritage and understand the media landscape, which are important aspects of the brief.” 

Oxford PR

Fortitude was appointed following a multi-agency competitive tender process. The Oxford-based PR agency specialises in strategy, media relations, communications, video and marketing. 

Greig Box Turnbull, founder of Fortitude Communications said: Oxford United is the heartbeat of the community and a new stadium is vitally important not just to the club, but to the whole county. 

We’re proud to have been appointed to deliver the brief and help further raise the profile of the development and what it can deliver for the region.”

Founded in 2017 Fortitude represents clients in various sectors including sport, corporate, property, hospitality and charity. Its founder is a former managing director of Oxford United and Mirror journalist. 

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