Preston North End bring in Sodexo Live! to improve catering and matchday experience

Avatar
Preston North End & Sodexo

English Championship football club Preston North End has appointed Sodexo Live! division of catering and facilities management provider Sodexo as its new official venue partner from July 2023.

Sodexo Live! will take over the catering and facilities management operation at Deepdale, replacing their previous partner Heathcote&Co, which has been Preston’s catering partner since 2018.

This deal also includes Sodexo Live! offering hospitality deals for fans in the lounges and boxes, and on the concourse on matchdays providing them with a chance at a first-class experience. Created in 1966, they are now the global leader in sustainable food and valued experiences.

Sodexo Live! has extensive experience working in the football industry in particular, as the company is currently partnered with Premier League clubs Fulham FC, Everton FC, and Newcastle United making this a suitable move.

This deal links with Preston’s club values that are community-based and are adamant on enhancing the matchday experience for the club’s supporters.

On the club’s website they say, “We situate ourselves at the heart of the Preston community, providing a high-quality service to improve people’s lives and give fans a voice that will be heard.”

Ahead of the beginning of the 2023-24 season, Preston will organise a meeting with supporters’ representatives to discuss Sodexo Live!’s matchday provisions.

Preston North End director, Peter Ridsdale, said in a club statement: “We are delighted to have agreed a long-term partnership with Sodexo Live! who arrive with a fantastic reputation of providing a high-quality service.

Rebecca Kane Burton, CEO of Sodexo Live! UK and Ireland, shared an excitement for the partnership and how it improves Preston North End’s matchday experience.

“We are thrilled to announce our partnership with Preston North End and are delighted to be working with another excellent venue in North West England. We can’t wait to bring our knowledge in hospitality, retail, guest experience, and venue management to Deepdale,” she said in a statement.

“Enhancing the guest experience and creating an enjoyable and memorable match day experience for everyone is in our DNA. We can’t wait to get started.”

This move overall is largely positive for Preston North End, with Sodexo Live! providing Premier League and live entertainment experience to the Championship club as they try to attract a larger percentage of attendance at Deepdale in order to grow into a bigger club.

Previous ArticleNext Article

GIS Sydney continues to connect students with Australia’s sports industry

Avatar
Image Credits: Global Institute of Sport

Following the launch of its Sydney campus in 2025, the Global Institute of Sport (GIS) is continuing to establish itself in the nation’s sports industry. A leading provider of degrees and executive education in sport, GIS provides students the chance to study at two of Australia’s biggest sporting venues: Allianz Stadium and the Sydney Cricket Ground (SCG).

Programs such as Sports Analytics and International Sports Business are delivered in collaboration with the University of Newcastle, and feature the chance for students to gain exclusive access to the sports industry.

More than 50 guest speakers have shared their experience with students studying at GIS Sydney, representing organisations like FIFA, Red Bull, Cricket Australia, and the AFL. While learning about the regional and national sports industry in the classroom, students have also had the chance to gain an international perspective through GIS’ signature Global Sports Summits, which have given Sydney students access to iconic sporting venues around the world from London to Miami.

Outside of the iconic venues students can call their classrooms, the organisation prioritises the real, industry placements needed to put theory into practice by providing each student with 140 hours of relevant work experience throughout their studies. Included in this are several sporting organisations who are keen to welcome GIS students on board, including the Professional Football Scouts Association (PFSA), Football Coaches Australia, and Basketball NSW.

GIS also has a partnership with popular network and app Yakka Sport to connect students with paid employment opportunities while they study.

Behind these advancements at the GIS Sydney campus is an Industry Advisory Board which features a host of experienced figures from the world of sport. Included in the Asia-Pacific branch is Chair James Rosengarten, GM of the Melbourne Renegades; Kevin Jang, Managing Director of CAA Stellar Korea; and Brad Lloyd, GM of the Carlton Football Club.

Since launching, GIS’ Sydney campus has ultimately combined its locations and industry connections to provide the next generation of sports professionals with the knowledge, network, and confidence to tackle the rapidly evolving sports industry.

Melbourne Victory partners with The Pass to expand fan experience

Avatar
Image Credit: Australian Professional Leagues

Melbourne Victory has added The Pass to its commercial portfolio, with the partnership designed to give supporters more ways to follow the club away from matchday.

The Pass becomes an ‘Associate Partner’ of Victory, while Hickens Hotel has been named the club’s ‘Official Away Game Venue Partner’. The arrangement will see the Russell Street venue host Victory watch parties and provide a dedicated gathering point for supporters during away fixtures.

The partnership also gives Victory supporters access to The Pass’ broader network of more than 200 venues around Australia, extending the relationship beyond a single location.

For Melbourne Victory, the deal forms part of a wider approach to creating commercial partnerships around the supporter experience rather than limiting sponsorship to traditional branding opportunities.

Hickens Hotel will host Victory fans for selected away matches, while The Pass will provide members with access to offers and experiences through its venue network.

The agreement also connects with Victory’s broader business community, with The Pass joining the club’s commercial network and creating potential opportunities for corporate engagement alongside its consumer-facing activity.

The partnership comes ahead of the 2026/27 A-League Men and Ninja A-League Women seasons, with Victory continuing to develop its commercial offering around both its membership base and matchday audience.

For The Pass, football provides a way to bring its network of hospitality venues into the supporter experience, giving fans a physical destination to watch matches when Victory is playing on the road.

The agreement reflects a broader trend across professional football, with clubs increasingly looking to partnerships that can provide tangible benefits to supporters while creating additional opportunities for commercial partners.

Most Popular Topics

Editor Picks

Send this to a friend