As a premium perk at GMHBA Stadium in Australia, fans can look down into the home team’s locker room. (Courtesy Populous)

Has the phrase “premium seat” become a dated term in today’s sports economy?

As the customization of fan experience continues to expand across sports and entertainment and the lines blur for what’s considered a seat upgrade, it’s a good question to ask architects.

“Teams are spending a lot more time wanting their venue to reflect the diversity of clientele that comes...


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