Foodservice forum: Sports and leisure

What are the biggest issues currently affecting the sports and leisure sector?

Marco Galer-Reick 
Vice president, UK strategy enablement and HR, Delaware North UK
The stadia and premium event hospitality landscape is rapidly evolving. Operators must recognise that the expectations of fans and guests are changing and there is a clear need for a more bespoke approach that prioritises truly memorable guest experience over a one-size-fits-all model.

One of the biggest trends shaping the sector is the demand for tailored hospitality experiences that cater to different types of events and audiences. Just as airlines are increasing their premium economy offerings to bridge the gap between business and standard class, stadiums must adopt a similar philosophy. The days of rigid hospitality tiers are giving way to more flexible, experience-led approaches that meet fans where they want to be, whether that’s an ultra-premium suite or lounge experience, an immersive street food-style concourse, or something in between.

In this new world of premiumisation, a key challenge for operators is ensuring that supply chains do not dictate hospitality offerings. True partnerships with clubs and stadium owners are vital to delivering an experience that aligns with their brand, their fans and their commercial ambitions. Expertly tiered experiences will be a key differentiator in the next wave of stadium catering contracts.

Technology continues to shape the stadium hospitality experience, but the key to success in 2025 will be using it intelligently. Data and insights are more sophisticated than ever, allowing us to make informed decisions based on fan behaviour to create the best guest experience. Interpreting the analytics wisely allows us to influence everything from queue management and speed of service to menu curation, product freshness and quality.

Furthermore, stadiums are increasingly becoming testbeds for innovative service styles, with concourse reimagination being a growing focus. Market-style concepts and interactive food stations are gaining traction, creating a more engaging and dynamic environment that extends beyond the match itself.

Ultimately, 2025 will be defined by the ability to create truly memorable experiences. Fans expect more than just a game or a concert, they want real connection, authenticity and quality at every touchpoint. Hospitality providers that succeed will be those that understand this shift and place experience at the heart of their offering. At Delaware North, we see this as an exciting opportunity to redefine what premium stadium hospitality looks like in the years ahead.

Simon Hanna
Chief operating officer, Freemans Event Partners
As we move further into 2025, it’s hard not to reflect on the achievements of the past 12 months. At Freemans Event Partners, we’ve been at the heart of many groundbreaking moments within event catering and this year promises to be no different. We’re also celebrating a significant milestone this year – our 50^th anniversary – growing from our humble beginnings as a single fish and chips outlet at Silverstone Circuit, to an organisation that reaches over 25m people across more than 650 event days each year.  

The sports and leisure catering sector has seen significant changes, driven by fan expectations, technological advancements and sustainability pressures. Today’s consumers want faster, more convenient services with a focus on personalisation and environmental impact. For event operators, staying ahead means embracing technology to streamline operations and improve customer experience. From mobile ordering and contactless payments to digital menus, tech is shaping the way fans interact with food and beverage offerings at major events.

At Freemans, we’ve embraced these trends with innovations like FEP PAY, our dedicated payment processing service designed to simplify the complexities of card payments. It offers competitive merchant rates and tailored solutions such as card terminals and online payment systems.

We’ve just kicked off 2025 with the Six Nations, where we introduced a Guinness self-serve bar at Murrayfield Stadium, ensuring rugby fans spend less time queueing and more time enjoying the action out on the field. This innovation is part of our ongoing commitment to improving operational efficiency and fan experience at major events.

Looking ahead, we’re gearing up for a busy summer, with high-profile events such as the Formula 1 British Grand Prix at Silverstone. These events bring thousands of fans together and Freemans will be there spearheading the event, creating memorable experiences for all involved.

We are also delighted to be marking our half a century of operating as Freemans Event Partners this year, a period that has had seen us help transform the event catering industry. Over the years, we’ve continually adapted to the changing landscape and, as we look ahead, technology will remain a key driver of innovation. We’re excited for the next 50 years and remain committed to leading the charge in introducing the next generation of event catering solutions.

Sustainability remains a top priority for us. At the British Grand Prix, our Zero Zone initiative — powered by hybrid battery generators and offering plant-based, locally-sourced food — was a highlight. The demand for eco-friendly food options is rising and we’re committed to expanding our sustainability efforts at upcoming events.

As we celebrate 50 years of Freemans Event Partners, we’re both incredibly proud of our heritage and excited about what the future holds. As ever, we have a packed calendar of events and are continuing to explore innovations to enhance and improve the fan experience, in areas such as sustainability and technology. The sports and leisure catering sector is evolving and Freemans will continue to lead the way, creating exceptional experiences at every event.

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