Having suffered with low attendances to finish the Premier League season, largely due to their championship-found fate being sealed as early as March, Southampton FC have appointed Oak View Group (OVG) to manage and upgrade all food and beverage operations at St Mary’s Stadium – with the club looking to modernise its matchday experience and boost fan engagement through improved hospitality.
The agreement will see OVG – already a major player in venue operations at high-profile UK sites like Wembley and Anfield – take control of both general concourse offerings and premium hospitality catering. Plans include introducing quicker grab-and-go food options, revamped menus, and streamlined service in an effort to cut wait times and improve overall fan satisfaction.
Greg Baker, Chief Revenue Officer for Southampton Football Club said: “We’re delighted to be entering this new partnership with OVG, which represents a significant step forward in enhancing the food and beverage experience for our fans. This collaboration will elevate the quality of service and broaden the variety of food offerings to create an enjoyable experience at St Mary’s.
The partnership reflects OVG’s growing footprint in the UK sports sector, where it has recently expanded through deals with City Football Group and catering operations at Manchester City’s Etihad Stadium.
Mark Donnelly, Chief Operating Officer at OVG International, said: “We’re delighted to be partnering with such a historic and respected club as Southampton FC.
“St Mary’s is an iconic venue, and we’re excited to bring OVG’s signature hospitality experience to its fans. From premium offerings to everyday matchday favourites, our goal is to deliver exceptional food and drink, week in, week out. This partnership represents another important step in the growth of our UK footprint and deepens our commitment to elevating the hospitality experience across football clubs nationwide.”
Michalis Fragkiadakis, Senior Vice President of Hospitality Strategy at Oak View Group, added: “We’re proud to be partnering with Southampton FC and excited to bring our innovative approach to hospitality, raising the bar for food and drink at one of the country’s leading football clubs. We are fans first and believe food and drink are central to the fan experience, and we’re committed to doing this at every level at St Mary’s.”
Insideworldfootball.com
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