Supermarkets in stadiums?!

While in Lisbon, I toured Sporting CP’s stadium — a club steeped in history. Beyond the stands and trophies, something unexpected caught my eye: a LIDL supermarket, a buzzing community food hall, and even a Burger King inside the stadium.

At first, it was just a cheap place to grab water (because European water prices are wild), but the more I thought about it, the smarter it seemed. Imagine doing your weekly shop at your club’s home ground — that’s community engagement on another level.

It keeps people connected to the club beyond matchdays, and for the club, it’s a built-in audience to promote what’s next.

Outside, there were also public sports courts — including a basketball court packed with kids playing on a random Monday afternoon.

It’s a small example, but one that shows how clubs can weave themselves into the daily fabric of the community.