Sodexo has landed a new 10-year deal as venue partner at for Hampden Park, the home of Scottish football, covering catering, retail, hospitality, conferences, events, marketing and sales.
The new agreement will see Sodexo and the Scottish FA, who have worked together since 1999, form a strategic upweighted commercial partnership, with Sodexo taking the lead on driving Hampden’s revenues as a venue, investing in facilities, branding, hospitality, and sales and marketing.
Hampden Park stages some of the biggest fixtures in the Scottish football calendar, as well as concerts and events, and is one of the host venues for the rearranged Euro 2020 competition this year.
As part of the new partnership Sodexo is investing £1.7 million in upgraded hospitality facilities and reengineering the venue for a new product mix, in addition to new sales and marketing roles. Sodexo will become the exclusive sales agent for hospitality and premium seating including concerts. There will be significant updates to Hampden’s facilities, with hospitality spaces being rebranded and redesigned.
Eight of the existing hospitality boxes will be combined to create two ‘Superboxes’ with a terrace offering panoramic views over the pitch and a direct connection to some of the finest seats in the ground. These superboxes will become private dining rooms on non-matchdays. Sodexo will also introduce a “Club Seat” package – a match-by-match premium seat, which can be pre-booked and licenced for alcohol sales.
The existing café, Nevis Suite, Lomond Suite and two of the Silver Lounges will also be upgraded as part of a new tiering strategy for all hospitality at the venue, with seven different price points depending upon the offer, facility and fixture.
As part of the investment, Sodexo will also invest in technology to upgrade the consumer experience at the venue and drive efficiencies and better insight for the team. This investment will include new digital solutions to support conferencing and events, hospitality, ticketing and bookings, as well as digital EPOS and screens across retail counters.
David Trotter, Divisional Managing Director – Sports & Stadia, Sports & Leisure, Sodexo UK & Ireland, said: “I am delighted to be continuing our long-lasting partnership with the Scottish FA for a further 10 years. Hampden Park has great memories for many people; we can’t wait to welcome people back to create more unforgettable experiences.”
Nick Byrom, Business Development Director of Sodexo Sports & Leisure UK, commented: “This is an exciting development in our relationship with the Scottish FA. In the new contract we are bringing together our breadth of experience across hospitality, retail, guests services, ticketing, and sales and marketing, to offer a compelling venue partnership approach.
“This is a model we are applying right across our business as we rebuild out of Covid-19 and develop more strategic partnerships with our clients.”