Partnership sees ‘significant increase’ in hospitality revenues for Preston North End

Revenues from non-matchday hospitality at Preston North End FCs Deepdale ground have more than doubled in the past year.

It follows the appointment of Sodexo Live! a year ago to oversee the club’s hospitality offering.

It launched a major focus on enhancing the non-matchday experience at Deepdale through the launch of the North End Events brand, complete with dedicated web pages and social media channels which has positioned Deepdale as a premier venue for a wide range of events.

This strategic move has resulted in more than 200 event bookings, which more than doubled revenues in that area from the previous year. 

Sodexo Live! said revenues across the board have ‘significantly increased’ since its role as PNE’s catering partner was launched in August last year.

The role involves taking over the catering operations, including hospitality in the lounges and boxes, and on the concourses on matchdays. 

It involves the reimagining of Deepdale’s spaces to accommodate a diverse range of events. The inaugural Whites Wonderland festive event attracted more than 3,000 visitors, fostering community spirit, and generating substantial revenue.

This event showcased the Fan Zone, Gentry Bar, and outside space, providing an excellent opportunity for the retail team to boost sales outside matchdays. 

To further strengthen the club’s presence in the community, Sodexo Live! colleagues engaged with local businesses through partnerships, networking events, and hosting prestigious events. The team has also tapped into the wedding market, hosting successful fayres and photoshoots that showcase the stadium’s unique charm and versatility. 

There was also a strategic 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.  

As an inclusive club, there is always a halal option to accommodate the needs of the local fan demographic.

Claire Morris, CEO 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.” 

Kevin Abbott, Finance Director at Preston North End, said: “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.”

The hospitality and live events specialist provides similar services at the M&S Bank Arena in Liverpool, Everton FC, Blackburn Rovers FC and Wigan’s DW Stadium.