The Welsh Rugby Union (WRU) today announced a new strategic partnership with Zip World, one of Wales’s most successful adventure tourism brands, to relaunch its rooftop attraction at the Principality Stadium under a new operating model.

DFP – MPU – Promo – Centre

The new venture, Zip World Cardiff, will open to the public tomorrow, 31st October 2025, and marks the coming together of three iconic Welsh brands: the WRU, Zip World, and Principality Stadium.
This partnership represents a fresh start for the stadium’s rooftop experience, following the conclusion of WRU’s previous operating arrangement with Wire & Sky.

The new commercial partnership represents a more sustainable operating model where the attraction is run at arms-length, with the WRU taking a share of profits rather than operating the attraction itself.
As with all WRU revenue, future money generated by the Zip World Cardiff attraction will be reinvested directly into Welsh rugby.

“We have recognised the need for a more commercially sustainable operating model for the rooftop adventures and have found a partner that will deliver real value. said Leighton Davies, WRU Chief Commercial Officer.

“We have changed the commercial model radically and, as with all WRU revenue, future money generated by Zip World Cardiff will be reinvested directly into Welsh rugby, including in grassroots development, the professional game and community engagement.

“Zip World is a proven leader in adventure tourism, with a world-class track record of delivering high-quality, commercially successful experiences across Wales and beyond. Their expertise in operating large-scale attractions, combined with their deep roots in Welsh communities, makes them the ideal partner to take this venture forward.”

Under the new model, Zip World will operate the rooftop attraction independently, with full responsibility for ticketing, marketing, and delivery. This shift ensures that the WRU can focus on its core mission: growing and supporting rugby at all levels across Wales and reap the benefits of its new commercial relationship.

Next Steps

Zip World will announce further details of the attraction, including future expansion plans, in the coming weeks.

Andrew Hudson, CEO of Zip World, commented: “Bringing Zip World to Cardiff is a proud moment for us.

“This is just the beginning. We’re focused on what’s ahead and look forward to building on what’s been created, with the same ambition and energy we’ve brought to all our existing locations. Our team is working hard behind the scenes, and we can’t wait to introduce even more adventures to the stadium and bring a bit of Zip World magic to Cardiff – watch this space!”

In a change from previous operations, Zip World will sell tickets to each experience individually, giving visitors the freedom to customise their day out and choose just one, two or all three adventures.

Sean Taylor, Founder and President of Zip World added: “To now be taking on the rooftop adventures at Principality Stadium marks a significant step forward for Zip World. It’s a collaboration between three prominent Welsh brands with a shared commitment to creating unforgettable experiences. We have big plans for the future.”

The opening of Zip World Cardiff at Principality Stadium marks Zip World’s second city-centric location, following the successful launch of Helix and ArcelorMittal Orbit 360 in London last year.

The expansion also marks Dolphin Capital’s first major milestone since acquiring a majority stake in Zip World in a £100 million deal earlier this year.

For more information on Zip World Cardiff, go to: https://www.zipworld.co.uk/locations/cardiff

Tickets start from £25 per person.