Sodexo has secured a 10-year contract as venue partner at the home of Scottish football – Hampden Park in Glasgow.
The contract encompasses catering, retail, hospitality, conferences, events, marketing and sales.
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.
The agreement will see Sodexo and the Scottish FA, who have worked together since 1999, form a strategic commercial partnership, with Sodexo taking the lead on driving Hampden’s revenues as a venue, investing in facilities, branding, hospitality, and sales and marketing.
As part of the deal, Sodexo will invest £1.7 million in upgrading hospitality facilities for a new product mix, in addition to taking on new marketing roles - particularly as sales agent for hospitality and premium seating for concerts. Hampden’s hospitality spaces will also be rebranded and redesigned.
Eight existing hospitality boxes will be merged to create two ‘Superboxes’ with a terrace offering panoramic views over the pitch and a direct connection to some of the best seats in the ground. These will be private dining rooms on non-match days. Sodexo is also introducing a ‘Club Seat’ package - match-by-match premium seating, which can be pre-booked and licensed for alcohol sales. The ground’s existing café, Nevis Suite, Lomond Suite and two of the Silver Lounges will also be upgraded as part of a new tiering strategy for hospitality at the venue.
Technology will also be upgraded with new digital solutions to support conferencing and events, hospitality, ticketing and bookings, as well as digital EPOS and screens across retail counters.
David Trotter, managing director of the Sports & Stadia, Sports & Leisure arm of Sodexo UK & Ireland, said: “Hampden Park has great memories for many people; we can’t wait to welcome people back to create more unforgettable experiences.”
Image credit | Sodexo UK & Ireland