In August 2023, Sodexo Live! became the official catering partner at Preston North End’s Deepdale stadium. Sodexo Live! took over the catering operations, including hospitality in the lounges and boxes as well as on the concourses on matchdays.
The launch of the North End Events brand, complete with dedicated web pages and social media channels, has positioned Deepdale as a premier venue for a wide range of events. This has resulted in over 200 event bookings, more than doubling the revenue in that area from the previous year.
There was also a shift with the food offering, with Sodexo Live! using local suppliers such as Clayton Park pies and creating bespoke Preston North End FC branded sweets, alongside new and varied food and drink options.
New retail offerings include local fan favourites such as pie, mash, peas, and gravy as well as rotating specials like brisket burgers and Korean BBQ chicken waffle cones. These on-trend options provide fans with more variety and enhance their experience on matchdays.
Claire Morris, chief executive at Sodexo Live! UK and Ireland, said: “Exceeding our client’s expectations is always our goal, and we are thrilled with the success and progress we’ve achieved with Preston North End. With a deep understanding of our audience and a passion for creating unforgettable experiences, we are confident that Deepdale's future is brighter than ever.”
Sustainability initiatives include the use of compostable cups throughout the stadium and a collaboration with The Devil’s Kitchen which introduced a low-carbon, plant-forward shiitake mushroom burger for Green Football Weekend.
Kevin Abbott, finance director at Preston North End, added: “On moving our catering operations to Sodexo Live! we saw an instant investment in the concourse facilities to improve the product offering and speed of service to our supporters on matchdays. The hospitality product offering was also overhauled, and the levels of service and presentation have been excellent.
“Non-matchday revenues have grown and we have been impressed with the quality, dedication, and work ethic of the local management team who have been assigned to us. The early signs are extremely positive, and we look forward to our future working relationship with optimism.”