Affidea Stadium is getting a proper matchday refresh for 2026/27 — and season ticket holders are first in the queue for the perks that matter on a Friday night in Belfast. (The ground has been centre stage in Ulster’s off-field story too, from Rory Best’s return as General Manager to a busy home diary ahead.)
Ulster Rugby says brand-new 2026/27 lanyards will be ready to collect at the first BKT United Rugby Championship home fixture against Edinburgh on Friday 25 September 2026 (kick-off 19:45). That lanyard unlocks a 10% discount in the Castore Store and access to the 9 Counties Bar. Subject to club terms.
The same Edinburgh night is when the full new matchday programme is due to launch. Before that, the Bank of Ireland pre-season friendly against Ospreys on Friday 11 September 2026 (19:45) is billed as a first look at some of what’s coming.
What’s new around the ground
Drinks get a Diageo push stadium-wide — Guinness, Guinness 0.0, Rockshore Lager and other Diageo brands — with a new Rockshore Pop-Up Bar before kick-off. Food expands with more trucks and meal options, including a Kids Meal Deal and Family Bundles (prices not published yet, so don’t expect us to invent them).
The Fan Zone / supporter village gets a clearer pre-match centre: a new stage and big screen. Boom Strutt Brass Band will roam before kick-off and during the game. There’s also a new Player Entrance Walk so fans can line the route as the Ulster Men head toward the tunnel — the club says more detail on that is still to come.
Cool FM, phones, and half-time noise
Cool FM will run a live pre-match hour from the Cool Stage — interviews, punditry, team news, highlights, competitions and games, starting one hour before kick-off. Closer to the teams coming out, a phone-connected stadium light show is planned across the stands.
At half-time, a new phone-based trivia game arrives with AbbeyAutoline sponsorship alongside the usual minis fixtures. During the game, a Fan Cam lets supporters push live phone clips onto the stadium screens. The old Lineout Bar becomes The Supporters Bar, hosted by SUFTUM On Tour, with music, flag collection and fan activity — open to all supporters, not just season ticket holders.
Partner sampling, giveaways, rugby challenges and family games round out the offer. The club’s message is simple: get there early and make a day of it.
Tickets and season tickets
Ospreys pre-season tickets are on Ticketmaster. Edinburgh URC tickets are here. Season Ticket 2026/27 information sits on the Ulster Rugby season tickets hub; existing tickets can be managed via Ticketmaster’s Ulster Account Manager.
For anyone planning Friday nights at Affidea this season: mark 11 September for the Ospreys preview and 25 September for Edinburgh — lanyards, Castore discount, 9 Counties Bar access, and the full new matchday stack landing together. Subject to club T&Cs.
Photo: Ulster Rugby on X
For every Ulster game this season, with kick-off times and scores, see our Ulster Rugby fixtures and results 2026/27 guide.
Read more: Rory Best Walks Bangor to Affidea Stadium This Sunday for Miles 2 Mayo · Ospreys Name Strong Squad for Tonight’s Ulster Friendly at Affidea Stadium
Discover more from LoveBelfast
Subscribe to get the latest posts sent to your email.
