The contract extension ensures Centerplate will continue to provide match-day catering at the stadium; a role it has played since 1997. The Stadium of Light will now become a centre for innovation in sports stadia catering from staff training, and the development of new food and drinks concepts, as well as beta-testing new equipment and technologies.
Over the past three years, Centerplate has upgraded its service offering, which has resulted in record sales and year-on-year spend per head increase grater than 10% since 2012. Ceterplate has also set a sales record delivering a spend-per-head increase of more than 30% over average concert sales.
Gary Hutchinson, commercial director at Sunderland AFC, said: “We are delighted to be extending our partnership with Centerplate. Over the past decade we have improved our catering and hospitality offering and this is thanks to the fantastic relationship we have forged with Centerplate.
“As a club we are always looking at new innovative ways of improving the experience of every fan or visitor that comes to the Stadium of Light and through this partnership we will look to further develop our public catering offering and look forward to the future and continuing working with Centerplate.”
Adrian Dishington, chief operating officer of Centerplate’s UK Division, said: “The commercial team at Sunderland AFC has always been innovative in their approach to the business, and their desire to excel in all areas is second to none.
“They are equally committed to personal development, improving catering industry standards and supporting the local community. All of these attributes make them the perfect partner for trialling new ideas and concepts - the environment is fitting for establishing the SoL as a Centre of Excellence.”
Centerplate is a live events hospitality company, catering to more than 115 million guests each year at more than 350 venues across the UK, North America and Europe.