Over the years, football has evolved from a working man’s relaxation to a multi-billion industry and the architectural expression of its stadiums has evolved with it. When considering alternative solutions that lead to building a new stadium, or to carrying out reconstruction of existing buildings, understanding the logical process of development is crucial for the successful implementation of the project. Numerous participants in the project are to blame for the bad choice of location, not investigating of the local market, building excessive stadium or with insufficient number of VIP seats, inaccessibility and lack of retail shops, thus reducing opportunities for profit. With such a vital role to play in society, it is essential that any construction project for a new or improved sports facility be undertaken with the utmost care and thought fulness. A well-executed feasibility study can help identify potential risks associated with the project while providing decision-makers with valuable information on cost, timeline, and return on investment. In order to increase revenue opportunities, it is crucial to define an alternative use of the new stadium for non-football content, which assumes that in addition to football matches, at least 10 other events: concerts, conferences, exhibitions, will be organized annually at the stadium.