Leading event hospitality provider Centerplate has clinched a 10-year deal to manage all matchday and non-matchday catering as well as event sales and marketing at Northampton Town FC’s Sixfields Stadium from July.
The Cobblers have teamed up with Centerplate as the League 2 club embarks on Phase 1 of a major 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-match day events.
Phase 1 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 enhancing and 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; while there will 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 which will ensure a large number of non matchday visitors to the stadium.
David Cardoza, Chairman of Northampton Town, said: “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."
“They have a highly professional approach and we have seen the results their sales and marketing skills have achieved for other UK sports stadia. Becoming part of such a prominent international hospitality provider as Centerplate has provided us with the best of both worlds – thinking globally while acting locally."
"They can bring a lot of national and international experience to the table and that is crucial for us as we look to grow the club. 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 form local suppliers and producers, and supporting the local community.”
Matthew Nicholson, Operations Director – The Midlands at Centerplate’s UK division, added: “We feel very privileged to be part of Northampton Town FC’s plans as they embark on this new era in the club’s 117-year history."
"As well as enhancing the matchday experience for fans, the excellent new facilities will provide the perfect platform to launch the Sixfields Stadium as an ideal venue choice for corporate and private event organisers, whilst opening up a valuable new revenue stream which can be reinvested in the club."
"I have been delighted with how negotiations with Northampton Town Commercial Manager Andy Wooldridge have gone and we are looking forward to beginning the new partnership.”