Elior UK signs up to £13m deal with Birmingham City FC

Open-access content Tuesday 20th July 2021 — updated 10.32am, Tuesday 3rd August 2021

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Birmingham City FC’s ground – Elior UK

Elior UK has been awarded a new five-year contract worth £13 million by Birmingham City FC to become the club’s catering partner.

Under the deal, which began on 1 July, Elior will cater for match-day fans, hospitality, general admission, and conference and event services at the club’s St Andrew’s stadium.

Elior is experienced in stadium catering and is bringing in the digital innovation to the Blues‘ base, launching a cashless service, click-and-collect ordering through its Breaz app, and making upgrades to the hospitality suites.

Ian Dutton, chief commercial officer at Birmingham City FC, said: “The new partnership with Elior will benefit every match-going fan, corporate partner and attendee at our events. Elior really impressed us during the tender process with the team’s forward-thinking approach to hospitality and the investment package that will upgrade our offering.”

Kenny Finlayson, managing director at Elior, added: “Our shared goal is to deliver exceptional food and drink experiences to all spectators and guests at the St Andrew’s. This will be led by our investment in general admission and hospitality areas and a fresh and innovative approach to our catering offer.”