This paper summarises how the evolution and advancement in sports stadia design within Arup, over the last 10 years, has been used as a catalyst for applied research programmes. The North West Structures Group has collaborated with several universities (UK and US based) to advance technical knowledge and understanding, and to ensure on-going innovation. Five doctoral research programmes have been produced focussing on critical issues such as crowd induced vibration, robustness of cable supported structures subjected to high velocity fragment impact, structural and geometrical optimisation and, design management. This paper will highlight some of the results obtained from each of these research programmes and how they have and can be filtered back into design. The primary aim of this paper is to demonstrate how opportunities can be seized when working on design projects to collaborate with universities and provide a platform for project based innovation in the construction industry