Measuring Impact At Preston North End Football Club

Preston North End Football Club sought a transformative partnership to enhance the guest experience at Deepdale. Inspired by the success witnessed at Sodexo Live! client, Blackburn Rovers Football Club, the club signed a 10-year contract with Sodexo Live!, effective from July 2023, marking the beginning of a promising partnership.

A seamless mobilisation

With a swift mobilisation, the Sodexo Live! team seamlessly assumed control on July 10, 2023, and successfully managed the first match just eight days later with a total of three matches delivered in the first month. In the third match, a record-breaking revenue was achieved when Liverpool Football Club took over Deepdale. The mobilisation team, led by a new General Manager and supported by key roles in marketing, culinary, staffing, catering services, and compliance, ensured a smooth transition. Notably, Christmas sales were launched on day one, setting the tone for long term strategic planning. 

Investment guided by fan insights

A key focus for Sodexo Live! entering the partnership was to understand the needs of the club and fans before implementing changes. We worked with the club to hold an initial fan forum to gather insights and speak to fans to make data driven decisions. Since launching the first forum, regular sessions are held with fans to ensure we are consistently working to improve the fan experience.

Improvement in Retail and Hospitality Operations

In response to fan feedback, significant enhancements were made to the retail and hospitality offerings, including new products, menu development, and a substantial investment in tills. As a result, matchday revenue has seen a 21.7% increase in spend per head, driven by a new integrated till system and a strategic shift to local suppliers including local pies from Clayton Park and bespoke Preston North End FC branded sweets, alongside the introduction of new and varied food and drink options. New retail offerings on the concourse include local fan favourites pulled gammon barms, authentic butter chicken tikka curry, and pie with peas, mash and gravy. 

The introduction of a new EPOS system marked a pivotal step in enhancing operational efficiency. Sodexo Live! implemented the Kappture EPOS system, doubling the number of tills on site, and integrating it with payment provider Freedom Pay. This integration speeds up processing times and allows offline trading capabilities, ensuring uninterrupted service in the event of network failures.

Under the guidance of Colin Smith, a seasoned Regional Stadia Head Chef with 27 years of experience, we introduced British Northern classics with a modern twist to the hospitality menus using locally sourced and seasonal ingredients. 

In the summer of 2024, following significant learnings through working with the club and fan forum, Sodexo Live! will invest in improving the hospitality facilities at Deepdale.

Positively impacting people and community

Sodexo Live! undertaking the contract at Deepdale has generated local job opportunities. In addition to the 4 full-time team members and 32 core casual workers integrated from the previous stadium team, a further 150 additional casual team members were recruited and are now in regular attendance to deliver events. In January 2024, and just six months into the partnership, the Sodexo Live! team achieved a milestone by delivering a match without using any external staffing agencies, showcasing a commitment to building an internal, skilled workforce.

In December, Sodexo Live! initiated the first-ever Whites Wonderland festive event, collaborating with the club, community trust, and local suppliers. The event attracted over 3,000 attendees, featuring player appearances, local food stalls and a Christmas market with small and independent local businesses, strengthening our commitment to integrating with and serving the local community.

Transformation of non-matchday

Venue sales have witnessed a remarkable transformation initially starting with eight inherited events and growing to 188 event bookings. The launch of Christmas events on day one of the contract saw a complete sell out of 2,950 Christmas party covers and generated £128,000 in revenue.

To enhance the non-matchday offering at Deepdale Stadium, Sodexo Live! strategically developed the North End Events brand to effectively market and sell the stadium for non-matchday usage. This included launching the new brand, dedicated web pages and venue social channels, alongside bringing in a dedicated marketing resource. Our team have built the venue sales database to over 500 email subscriptions, helping to further strengthen the club’s presence. Partnerships with local business groups, the Chamber of Commerce, and networking initiatives have deepened our involvement in the community and as a hub for local businesses.

Sodexo Live! is exceeding expectations, being 23% ahead of budget in the first financial year and on track to double venue sales revenue from the previous year, highlighting the successful evolution of the non-matchday offering at Deepdale Stadium. 

Key Stats

• 300 experience makers inducted and trained 
• 21.7% increase in spend per head on matchday 
• 10% ahead of budget for matchday revenue 
• On track to achieve 123% of Y1 revenue 
• 21.7% ahead of budget for FY24 venue sales 

In just six months, Sodexo Live! has transformed Preston North End Football Club's matchday and non-matchday offerings, and made strides to integrate with the local community, setting a promising trajectory for the long-term partnership. We have exceeded the client’s expectations and our commitment to working in collaboration with Preston North End will continue to grow and flourish long into the future.