Industry expert: Sports report

The first six months of 2025 have served up a diverse menu for the UK’s stadia and live event catering sector. From major international tournaments to blockbuster music tours and tech-led innovations, the landscape has been turbulent but rich with opportunity.

Following a gradual post-pandemic recovery, 2024 helped set the stage for a more confident and ambitious 2025. Caterers entered the year buoyed by long-term investments in digital ordering and sustainability, and a growing focus on premium, experience-driven food and beverage offer.

We kicked off the year at the Six Nations Championship, with full-capacity stadiums showing renewed fan enthusiasm. At both Twickenham and Murrayfield, innovation took centre stage. At the latter, we introduced self-service bar machines that allowed fans to pay for and pour their own pints of Guinness and Tennent’s. Over 10,000 pints were served during Scotland’s home matches, delivering a 31% uplift in sales – and, more importantly, freeing up fans to enjoy more of the matchday atmosphere. The feedback has been overwhelmingly positive, and we are excited to expand this tech across more venues and events in the coming months.

Music tours have also returned in force, with stadium-filling acts like Sam Fender playing to sell-out crowds at London Stadium. These events bring significant footfall and spend but also present operational challenges. With increasing pressure to reduce waste and boost efficiency, we’re seeing major tours become an essential part of the summer catering calendar, filling the gap left by the football and rugby off-seasons.

At Freemans Event Partners, we’ve continued to evolve the fan experience through new formats and forward-looking food destinations. This year we are proud to introduce Cargo Global Eats, our next-generation street food destination, offering an eclectic mix of vibrant, high-quality food concepts inspired by global trends. This will be a key differentiator for venue partners looking to elevate their offer.

In parallel, we’re also redefining the general admission experience with a growing emphasis on all-inclusive premium general admission packages. These experiences combine great food and drink with convenience and atmosphere, bringing a hospitality-level offering to the broader audience, not just VIPs. We've also expanded our portfolio with the addition of premium event caterer Ripe Avocado, strengthening our ability to deliver elevated food experiences and bespoke premium offers. It’s a response to the modern fan’s expectation for better value, less friction and more memorable moments.

Looking ahead to the second half of the year, there’s cautious optimism. The Women’s Rugby World Cup on home soil and a packed line-up of international tours, including the hugely anticipated Oasis reunion shows at Wembley and Murrayfield, represent standout commercial opportunities to scale smartly and serve consistently. Of course, we still have to remain alert to contend with cost pressures and recruitment challenges.

Amid all this, we’re also taking a moment to reflect. 2025 marks the 50^th anniversary of Freemans Event Partners, a milestone that celebrates our journey from a single fish and chip outlet founded by Stephen Snr and Karen Freeman in 1975, to a market-leading multi-service event solution provider. We’re incredibly proud of our heritage, and even more excited about what the next 50 years will bring.

In a year already defined by its highs and hurdles, one thing is clear: agility, innovation and an unrelenting focus on the fan will remain the key ingredients for long-term success. By working closely with our venue partners, staying ahead of consumer trends and continuing to reimagine what event catering can be, we’re confident that the best is yet to come.

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