Event hospitality provider Centerplate has secured a 10-year deal to manage all matchday and non-matchday catering, as well as event sales and marketing, at League 2 football club Northampton Town FC’s Sixfields Stadium from July.
The Cobblers, as Northampton Town FC are known, have teamed up with Centerplate as it embarks on phase one of a multi-million pound expansion and re-development of the facilities at Sixfields.
The new deal will see Centerplate assume responsibility for all catering services at the stadium, and the caterer will also take on the proactive sales and marketing of the venue for non-matchday events.
Phase one of the re-development plan to expand the capacity of the ground from 7,653 to 10,000 will get underway later this month and will focus on extending the East (Family) Stand. Centerplate is contributing towards the capital investment cost of installing new facilities within the East Stand complex, which will house a new conference centre with a 500-plus capacity suite and other meeting rooms; executive boxes and a new bar.
There will also be a family area in the West Stand, all of which are due for completion in readiness for the 2014-15 season. A hotel is also being built on site.
“The Centerplate team has established a good ’hands-on’ working partnership with us, and we have naturally involved them in discussions about the opportunities to generate incremental revenue for the club from maximising the potential of the new facilities,” says Chariman of Northampton Town, David Cardoza. “New insights and a new perspective have helped us shape our plans for enhancing the catering, hospitality and events services at the stadium, while Centerplate remains focused on sourcing from local suppliers and producers and supporting the local community.”
Matthew Nicholson, Operations Director for The Midlands at Centerplate’s UK division, adds: “As well as enhancing the matchday experience for fans, the new facilities will provide the perfect platform to launch the Sixfields Stadium as an ideal venue choice for corporate and private event organisers, while opening up a valuable new revenue stream which can be reinvested in the club.”
Image caption L-R: Andy Wooldridge, Commercial Director at Northampton Town FC; Matthew Nicholson, Centerplate UK Division’s Operations Director, The Midlands; and David Cardoza, Chairman of Northampton Town FC.
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