‘World class’—Saints chief reiterates St Mary’s waterfront redevelopment vision.

Southampton have once again outlined their long-term ambition to transform the area surrounding St Mary’s Stadium into a major waterfront destination, with chief operating officer Jonathon Clarke insisting that the club remain committed to delivering an ambitious redevelopment project.

The Saints are keen to expand the stadium’s role beyond football and create an environment that attracts supporters, local residents, businesses and visitors throughout the year. The proposed development could significantly change the area around the ground, bringing together sport, entertainment, leisure, commercial opportunities and Southampton’s maritime heritage.

Clarke, who joined Southampton’s executive team from Oxford United in November 2025, brings considerable experience in operations and real estate. His arrival has added further expertise to the club’s leadership as discussions continue about the future of the St Mary’s waterfront.

Chief executive Phil Parsons, supported by Southampton’s owners Sport Republic, has been exploring opportunities to redevelop the surrounding area. The project forms part of a wider ambition to strengthen the club’s long-term financial position while improving the experience for supporters and the local community.

Saints chief operating officer Jonathon Clarke (Image: Southampton FC)

Almost two years ago, Southampton signed a memorandum of understanding with the city council to investigate how the redevelopment could progress. The agreement represented an important step towards exploring the possibilities for the area and establishing how the club and local authorities could work together.

Although the project remains at an early stage, the club believes the potential opportunity is significant.

Southampton want a world-class waterfront destination

Speaking ahead of his appearance at the 2026 TheStadiumBusiness Design and Development Summit, Clarke reiterated Southampton’s ambition to create a destination that remains active beyond matchdays.

He explained that the vision involves bringing different aspects of the city’s identity together, rather than simply making improvements to the football stadium.

“Our vision is to create a world-class, year-round waterfront destination for Southampton, where community, sport, entertainment and maritime heritage come together,” Clarke said.

The club wants St Mary’s to become the centre of a wider development that offers something for people even when Southampton are not playing at home.

Clarke explained that the stadium should form the heart of an area with greater importance to the city, serving football supporters while also attracting residents, tourists and commercial organisations.

“We are looking at how the stadium can sit at the heart of a broader destination – one that works for supporters on matchdays, but also has relevance for residents, visitors, businesses and the wider Southampton community throughout the year,” he added.

The proposal could include commercial, residential and leisure developments, alongside improvements to transport connections and local infrastructure. These possibilities were included in the discussions surrounding the original agreement with the city council.

Southampton have already introduced some changes to improve the experience around the stadium, including new fan zones, entertainment spaces and a pub designed to bring supporters, friends and families together.

However, Clarke made clear that these developments represent only part of a much bigger ambition.

Project remains in its early stages

Despite the excitement surrounding the plans, Southampton are not rushing towards announcing specific construction projects or promising developments that have yet to receive the necessary approval.

Clarke stressed that the redevelopment is a long-term undertaking and that considerable work remains before the club can provide a detailed picture of what the finished destination might look like.

“It is important to stress that this is a long-term vision and that there is still work to do before we can talk about the detail,” he explained.

He also confirmed that significant development work is already taking place behind the scenes, although Southampton intend to approach the process carefully.

“There is a significant amount of development work underway, but we are deliberately taking a measured approach.”

The immediate priority is to establish a clear vision, assess the available opportunities and identify any restrictions that could affect the project. The club also needs to work closely with the organisations and individuals who have an interest in the future of the waterfront.

Clarke explained that several milestones will need to be reached as the plans develop. However, Southampton do not want to make premature announcements before the relevant planning and consultation procedures have been followed.

“There will be a number of milestones as the project progresses, but we don’t want to get ahead of the appropriate planning and consultation processes,” he said.

The club intends to provide further information when individual elements have progressed sufficiently to allow meaningful announcements.

This measured approach reflects the complexity of redeveloping a significant area of a city, particularly when different organisations and community interests must be considered.

Wider benefits for Southampton

Clarke believes the opportunity extends far beyond improving the facilities immediately surrounding the football ground.

He explained that the project could help shape the identity and future of an important part of Southampton, with the stadium potentially becoming a central feature of a much larger destination.

“The exciting part is the scale of the opportunity,” he said.

“You are not simply looking at a stadium project; you are considering how a major sporting venue can contribute to the identity and future of an entire part of a city.”

However, he acknowledged that delivering such an ambitious development will involve considerable challenges.

There are numerous stakeholders to consider, alongside different priorities and practical requirements. Southampton must ensure that any proposals are financially sustainable, operationally realistic and capable of providing genuine benefits.

Clarke emphasised that the needs of supporters and the wider community must remain central to the decision-making process.

“The challenge is equally significant. There are many stakeholders and competing considerations, and we need to make sure that what we develop is commercially sustainable, operationally practical and, most importantly, delivers genuine value for supporters and the community.”

For Southampton, the aim is to create an environment where attending a match becomes part of a broader experience.

The club wants supporters to enjoy a more welcoming and engaging arrival at St Mary’s, with improved opportunities to spend time around the stadium before and after games.

Clarke believes the surrounding area has considerable potential to become more connected and attractive, helping establish a stronger identity for the waterfront.

“Our ambition is to broaden the experience around St Mary’s. The stadium already has a strong identity, but there is an opportunity to make the area around it much more engaging and connected,” he explained.

He also highlighted the importance of ensuring that the development benefits local people throughout the year, rather than operating exclusively around Southampton’s football schedule.

“For supporters, that could mean a stronger sense of arrival and destination on matchdays.”

“For the community, it is about creating an environment that has value beyond football and can support activity throughout the year.”

Financial ambitions behind the redevelopment

Southampton also view the proposed waterfront transformation as an important part of their long-term strategy for remaining financially sustainable and competitive on the pitch.

The club have traditionally relied heavily on player trading to support their financial position. However, expanding commercial and entertainment opportunities around St Mary’s could provide additional revenue streams.

The ambition is to reduce dependence on transfers as a major source of financial sustainability while creating more resources to invest in the football team.

Southampton believe additional income generated through the wider development could help them compete more effectively within the Championship’s Squad Cost Ratio regulations.

Those rules connect clubs’ permitted spending levels directly to their annual revenue, making the ability to generate sustainable income increasingly important.

By developing the stadium footprint into a major entertainment destination on the south coast, the Saints hope to create opportunities that extend well beyond matchday ticket sales.

The wider ambition is to make St Mary’s a place that attracts people throughout the year, supporting local businesses, strengthening community connections and improving the club’s commercial position.

Although there is still considerable planning and consultation ahead, Clarke’s latest comments underline Southampton’s determination to pursue the project.

The club want the waterfront surrounding St Mary’s to become a world-class destination, combining football, entertainment, leisure and the city’s maritime identity.

For now, the plans remain a long-term vision, but Southampton believe their potential could be transformative for both the club and the wider city.