The Principality Stadium’s SCALE roof walk and zip wire attraction was closed as the Welsh Rugby Union (WRU) ended its relationship with the company previously running it.
The change comes amid wider updates at the home of Welsh rugby, with a major new partnership now confirmed.
Leading UK adventure park operator Zip World is taking over operations and will relaunch the experience as Zip World Cardiff at the Principality Stadium. The move forms part of a new strategic partnership between Zip World and the WRU, bringing a refreshed approach to the attraction that opened in April last year at a cost of around £5 million.
Zip World Cardiff will open on Friday 31 October and marks the company’s first-ever stadium and city-centre location in Wales. The new setup will give visitors the chance to walk across the 60-metre-high roof of the iconic stadium, abseil down its outer wall, or fly across its canopy on a zip line.
Visitors can choose from three adventures: Stadium Walk across the rooftop, Stadium Drop with an abseil descent, and Stadium Flyer, a zip line offering panoramic views of Cardiff. Unlike before, tickets for each experience will be sold separately, allowing guests to pick one, two, or all three.
Pricing has also been adjusted, with the Stadium Walk starting at £34, Stadium Drop from £25, and Stadium Flyer from £28. Previously, doing all three experiences cost £89 per person, or £44 for the roof walk alone.
Andrew Hudson, CEO of Zip World, said:
“Bringing Zip World to Cardiff is a proud moment for us. It’s our first stadium location and our first city-centre location in Wales. It’s a chance to bring something new to the capital, in a place that means a lot to our team and to the wider Welsh public.
“Taking on the rooftop operations at Principality Stadium marks the start of an exciting new chapter – one where Zip World will act as a strategic partner to help shape the stadium’s next phase.
“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!”
The partnership will see Zip World take full responsibility for ticketing, marketing, and delivery of the attraction, creating what the WRU calls a more sustainable operating model. The WRU will continue to benefit commercially from the venture while focusing on growing rugby at every level across Wales.
Leighton Davies, WRU Chief Commercial Officer, said:
“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.
“As with all WRU revenue, future money generated by the Zip World Cardiff attraction will be reinvested directly into Welsh rugby, including in grassroots development, the professional 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.”
Sean Taylor, Founder and President of Zip World, added:
“Expanding Zip World into the heart of Cardiff is a proud moment for us as a business, and for me personally. As a lifelong rugby fan, I’ve got fond memories of watching Wales play as a young lad. The atmosphere was electric and the Andy Haden dive in 1978 is something I’ll never forget.
“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 launch of Zip World Cardiff follows the company’s move into London last year with Helix and ArcelorMittal Orbit 360, and comes as part of its wider expansion since Dolphin Capital acquired a majority stake in Zip World earlier this year in a £100 million deal.
The collaboration between Zip World, the WRU, and the Principality Stadium marks a new chapter for one of Wales’s most iconic landmarks, with the attraction now set to deliver the thrill and innovation Zip World is famous for, right in the heart of Cardiff.
