Football Trade Directory

Chamionship side Rotherham United reward catering provider Centerplate with early contract extension


Rotherham United have announced an early extension of its long-term, full-service contract with catering partner Centerplate to manage public and hospitality match-day catering and events sales and marketing services at AESSEAL New York Stadium.

Originally signed for the opening of the 2012-13 inaugural season of the newly-constructed stadium, Centerplate’s contract extension comes half way through the third season of the initial five-year deal.

Tasked with supporting the mission to make AESSEAL New York Stadium a community centre as well as a world-class event destination on match-days and beyond, Centerplate has helped to build a robust conference and banquet business - 50% of which comes from repeat bookings, with impressive double-digit returns via clients from outside the local area.

On match days, hospitality has swelled to more than 600 corporate clients, and the venue has already played host to a England vs Canada Women’s International, a England vs Germany under 18s and a England vs Italy under 19’s international fixtures.

As part of the long-term deal investment will be made into the installation of two new kiosks in the stadium’s Ben Bennett East Stand, which will offer a variety of locally-sourced family-friendly fare when they open later this season. 

In announcing the contract extension, Commercial Director Steve Coakley, says: “We believe that our partnership with Centerplate has played an integral role in helping us to establish a strong foundation for realising the objectives we set out to achieve for catering and hospitality services at AESSEAL New York Stadium."

"We’ve certainly made excellent progress since we moved to our new home and this is a great testament to both parties’ commitment to working together for the benefit of the fans and visitors to the stadium.” 

Chairman Tony Stewart added “We have a great deal of faith and respect for Centerplate’s expertise and ability to develop our catering services and what better way to acknowledge the value we place on the partnership we have with them than entering into a longer-term commitment to retaining Centerplate as our catering partner.”

Adrian Dishington, Chief Operating Officer of Centerplate’s UK Division, adds: “I am delighted that Rotherham United have elected to extend the contract with Centerplate, and with the club’s recognition that the Centerplate team has delivered beyond expectations."

“The solid repeat business among our AESSEAL New York Stadium convention and banquet clients demonstrates that we are making it better to be there and keeps guests coming back for more. We are passionate about our offering and we source local ingredients to create bespoke menus using the latest in innovative cooking techniques to ensure that Centerplate and our clients’ venues stay ahead of trends."

“Creating two new outlets on the Ben Bennett East Stand is just part of our commitment to improving facilities and the fans’ matchday experience and it cements our relationship with the club as its chosen catering partner.”

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