The Sodexo Group has reaffirmed its ambition in the world of sports, events and hospitality by creating the global brand Sodexo Live! to “unify and leverage all its sector expertise across the world”.
Sodexo said the venture reflects its confidence in the hospitality market and its potential for a post-pandemic rebound and help clients to find “new revenue streams, maximise venue budgets and operations, optimise sales and marketing efforts and connect with fans and guests using smarter merchandising, ticketing and hospitality package designs”.
The group added that there is “an appetite in the market for people to foster in-person connections”, confirmed by the September 2021 study conducted by Harris Interactive for Sodexo Live! across the US, UK, France and Spain.
Eighty per cent of those surveyed said they feel comfortable attending sports, cultural or professional events again – an increase of 20 per cent compared with September 2020.
Sodexo Live! will provide clients with tailored offers for events based on three pillars:
- A region-specific strategy to grow global presence;
- Acute focus on priority business segments:
- A portfolio of tailor-made services, creating value for its clients.
The group said Sodexo Live! will deploy its expertise in large venues and events at stadiums and arenas, such as Everton FC in the UK, and at conference and convention centres for global events such as the Rugby World Cup, the Tour de France), the Super Bowl and the French Open, and cultural destinations from the Eiffel Tower to the Royal Academy of Arts in London, to the Museo del Prado in Spain.
In airport lounges it will service travellers from 170 destinations for clients including Delta Airlines, Virgin Atlantic, Air France and Cathay Pacific.
Nathalie Bellon-Szabo, CEO worldwide of Sodexo Live!, explained the brand's strategic choices in terms of “international conquest, priority business segments and new services to offer clients”.
“Today is a major milestone for us. Sodexo Live! is the affirmation of a new ambition, as we bring together our expertise related to sports, events and hospitality under a unified global brand. More than ever, I am convinced that fans and guests worldwide are looking to find common links and embrace the human bond that comes from being there live. With this launch, we reaffirm to our clients that we are the preferred partner to face the future with, and that we believe steadfastly in our 40,000 employees around the world to offer them world-class, creative, value-generating services.”
Image credit | Michael-Tubi-Shutterstock