[13][14] British viewers were reported to have been "amazed and confused [...] bemused but impressed [...] amused and confounded" after catching a glimpse of the broadcast.

[15][16][17] Nowlan Park also serves as a concert venue, with festivals featuring performers such as Andrea Bocelli, Rod Stewart, Bob Dylan, Neil Young, Paul Simon, Bryan Ferry, James Taylor, Shania Twain, Dolly Parton, and in July 2013 it played host to the European tour finale of Bruce Springsteen.

Nowlan Park was also included in Ireland's bid to host the 2023 Rugby World Cup.

[19] It was announced, in October 2019, that the University of Pittsburgh Medical Center (UPMC) had agreed a naming-rights deal with the Kilkenny County Board.

Running for 10 years, from 2019, the sponsorship deal involved the rebranding of the ground to "UPMC Nowlan Park".