National Merchandise Extends Co‑op Live Arena Deal, Manchester 2026

Key Points

• National Merchandise has extended its commercial agreement with Manchester’s Co‑op Live arena, building on a partnership launched in 2024.
• The deal has already delivered the UK’s first self‑service “grab and go” merchandise kiosks inside an arena.
• Co‑op Live will become the first UK arena to offer an order‑to‑home merchandise service for fans.
• Dedicated pre‑event external merchandise points have been introduced, including at the venue’s standalone hospitality space, Canalside.
• QR code‑enabled purchasing is live in premium areas, letting guests order directly from seats or suites.
• Phil Jones, commercial director at National Merchandise, said the partnership is driven by a shared commitment to innovation and enhancing the fan experience.
• Guy Dunstan, general manager at Co‑op Live, said merchandise is an ever‑growing key part of the live experience and has been reimagined around the fan.
• The collaboration will launch an enhanced online merchandise store with click‑and‑collect capability.
• National Merchandise and Co‑op Live describe the initiatives as a joint ambition to “redefine ancillary revenue in live entertainment” using technology and design.
• The update was reported in 2026, confirming that the partnership is continuing and expanding beyond its initial 2024 launch phase.

Manchester (Manchester Mirror) July 06, 2026 – Co‑op Live arena and National Merchandise have confirmed an extension of their merchandise partnership, building on a collaboration first launched in 2024 that has already introduced several first‑of‑its‑kind retail innovations for UK live events. The updated agreement will see the 23,500‑capacity venue become the first arena in the UK to offer an order‑to‑home merchandise service, while also rolling out enhanced digital and pre‑event shopping options designed to reduce queues and give fans more time inside the arena.

As reported by the joint announcement from National Merchandise and Co‑op Live, the extensions are framed as a continuation of a strategy to

“redefine ancillary revenue in live entertainment, using technology and design to create a truly fan‑centric, frictionless retail ecosystem”.

The two companies say the link‑up has already delivered innovations including the UK’s first self‑service “grab and go” merchandise kiosks inside an arena, as well as dedicated pre‑event external merchandise points, including at the venue’s standalone pre‑event hospitality space, Canalside.

How Are New Merchandise Services Being Introduced at Co‑op Live?

QR code‑enabled purchasing is already live in premium areas at Co‑op Live, allowing guests to order merchandise directly from their seats or suites without leaving their location. This system complements the recently introduced self‑service kiosks, which allow fans to quickly select and collect items without waiting behind traditional retail counters. According to the joint statement, these measures are intended to remove friction at every stage of the merchandise journey and give fans more choice, convenience and time to enjoy the moments that matter most inside the arena.

Looking ahead, the extended partnership will lead to the introduction of an enhanced online merchandise store offering click and collect, as well as the UK’s first arena order‑to‑home merchandise service. That service is expected to allow fans to browse, order and pay for merchandise online before or after events, with items delivered to their home address rather than requiring an on‑site purchase.

What Do the Leaders Say About Innovation and Fan Experience?

“Our partnership with Co‑op Live is driven by a shared commitment to innovation and to enhance the fan experience,”

said Phil Jones, commercial director at National Merchandise, in the joint announcement. Jones added that together the companies are “setting a new benchmark for merchandise retail at live events” and that, since 2024, they have worked in collaboration to introduce solutions that improve convenience and accessibility for fans. He stated that the partners look forward to building on this success in the years ahead.

Co‑op Live general manager Guy Dunstan said that merchandise is an ever‑growing key part of the live experience and that the arena’s focus has been on reimagining it entirely around the fan. As reported by the joint release, Dunstan noted that by working with National Merchandise, Co‑op Live has been able to introduce genuinely innovative, first‑of‑their‑kind solutions, from grab and go kiosks to pre‑event retail, the UK’s first arena order‑to‑home merchandise service and seamless QR ordering across the venue.

Why Is This Partnership Being Extended and What Changes Are Coming?

The extension of the agreement between National Merchandise and Co‑op Live signals that the initial 2024 launch phase has been considered successful and that both parties see value in deepening the collaboration. The partnership is explicitly described as being about removing friction at every stage of the journey and giving fans more choice, more convenience and more time to enjoy the moments that matter most inside the arena.

According to National Merchandise and Co‑op Live, the initiatives reflect a shared ambition to “redefine ancillary revenue in live entertainment, using technology and design to create a truly fan‑centric, frictionless retail ecosystem”. This language suggests that the extended deal is not only about better fan service but also about creating new revenue streams through digital, pre‑event and at‑home merchandise channels that previously did not exist in UK arena environments.

How Could These Changes Affect Fans Attending Shows at Co‑op Live?

For fans attending concerts and other events at Co‑op Live, the extended partnership is likely to mean shorter queues, more flexible shopping options and the ability to purchase merchandise without having to navigate crowded on‑site stores. The introduction of grab and go kiosks, QR ordering from seats, pre‑event external points and eventually order‑to‑home delivery is designed to let fans spend less time queuing and more time inside the arena.

The enhanced online store with click‑and‑collect and the order‑to‑home service could also allow fans to plan purchases before events, avoid last‑minute crowds, and in some cases buy items after the show instead of rushing to purchase during limited on‑site hours. These changes may particularly benefit attendees who arrive late, have limited mobility, or prefer not to carry merchandise around during an event.

Background of the National Merchandise and Co‑op Live Partnership

The partnership between National Merchandise and Co‑op Live was first launched in 2024, shortly after the opening of the 23,500‑capacity arena in Manchester. From the outset, the collaboration was positioned as a technology‑driven approach to arena retail, with the aim of moving away from traditional counter‑based merchandise sales and introducing self‑service and digital ordering models.

Since 2024, the link‑up has delivered innovations including the UK’s first self‑service “grab and go” merchandise kiosks inside an arena, dedicated pre‑event external merchandise points, and QR code‑enabled purchasing in premium areas. The 2026 extension of the agreement confirms that these initial pilots and rollouts are being scaled and expanded, with further services such as order‑to‑home delivery and an enhanced online store now planned.

Prediction: How This Development Could Affect Arena Fans and the Live‑Event Sector

The extension of the National Merchandise and Co‑op Live partnership is likely to set a new benchmark for merchandise retail at UK live events, making it more difficult for other arenas to compete using traditional counter‑only models. For fans, the trend suggests that frictionless, digital‑first merchandise options will become more common across the sector, potentially leading to fewer queues, more pre‑event shopping and more at‑home delivery options at other venues over time.

For the live‑event industry, the move to redefine ancillary revenue through technology and design could encourage other arenas and organisers to invest in similar self‑service kiosks, QR ordering systems and order‑to‑home services, reshaping how merchandise contributes to overall event economics. As more venues adopt these models, fans may increasingly expect to be able to order merchandise from their seats, collect items before events, or have them delivered after shows, changing the traditional on‑site merchandise experience that has dominated for decades.