F3, the joint venture between One Event Management and Legends of the US, has won a 10-year contract with Watford Football Club.
It would appear that the Lindley/Centreplate deal ended prematurely in May 2016, so as of June 1st F3 became the sole catering partner of Watford FC, now put on a long-term footing.
The catering partnership strengthens F3’s growing presence within the Premier League, with other contracts including Manchester City’s 60,000-seater Etihad Stadium.
The agreement sees F3 take responsibility for operations and product development for the Hertfordshire club’s retail spaces and hospitality areas. F3 will also help Watford FC promote the Vicarage Road stadium as a destination for non-match day events.
Capital investment projects already undertaken for the 2016-17 season include the addition of two new hospitality areas, which reflects the demand for premium, higher yielding seats.
F3 also provides match day and non-match day catering for venues including the Rose Bowl and the Angel Stadium in Los Angeles.
Watford FC offers event spaces on non-match days for up to 500 guests in a choice of 20 spaces.
Paul O’Brien, head of sales at Watford FC, comments: “F3 is a company whose service and quality level is second to none and we are proud to be working with them.”
Neil Worcester, managing director of F3, adds: “We are delighted to be working with Watford FC, an organisation which mirrors our company values to innovate and give the best experience to its guests”.