Freemans Event Partners has built on an initial trial period to secure a long-term partnership with Marylebone Cricket Club (MCC) to deliver a range of event solutions at Lord’s Cricket Ground.
The new multi-year contract follows the successful trial period held during 2021 and will see Freemans manage a major part of the public catering offering and all payment solutions at the historic London venue.
By growing the breadth and diversity of the public food and beverage offering, Freemans will seek to support Lord’s in enhancing the customer experience, broadening the public catering footprint on multiple levels across the whole site.
Freemans has designed bespoke menus and brand-new outlets exclusively for Lord’s in an effort to ensure the food and beverage offering matches the customer demographic of the stadium.
Freemans will also deploy industry-leading payment technology solutions across the venue, enabling spectators to make fast and reliable card transactions. Freemans will manage payment processes and payment hardware across all point-of-sale locations within the ground, including the food outlets, bars, Lord’s Tavern and hospitality suites. The payment systems will be fully integrated with the venue’s digital POS platforms.
Andy Muggleton, assistant secretary (commercial) at the MCC, said: “Having worked with Freemans Event Partners in 2021, we are delighted to have agreed this long-term partnership that will ensure our food and beverage offering continues to be of the finest standard our visitors expect. We’re looking forward to welcoming spectators to Lord’s this season and providing them with a memorable experience, both on and off the field.”
Freemans provides event solutions to over 400 of the UK and Europe’s biggest events and venues, with clients including motorsport circuit Silverstone, Twickenham Stadium and golf’s DP World Tour.
Stephen Freeman, CEO of Freemans Event Partners, added: “Over the years we have built a strong reputation delivering innovative and elevated food and beverage solutions for some of the most iconic events in the country.
“The opportunity to develop a premium offering alongside one of the most esteemed and historic sporting venues in the world is a momentous and hugely exciting project for us. We really appreciate Lord’s Cricket Ground’s trust in our ability to deliver an enhanced customer experience.
“This appointment is testament to the hard work and dedication of the entire Freemans Event Partners team and we look forward to a being part of the international cricket calendar.”