Images: Freemans Event Partners
As Freemans Event Partners approaches a milestone 50th anniversary and accelerates its expansion across the UK and Europe, owner Stephen Freeman has unveiled key appointments to the Executive Board in anticipation of the company’s next phase of growth.
The newly created roles of HR Director and Chief Commercial Officer have been filled by Joe Thornewill and Natasha Thiebaut, respectively, both of whom bring invaluable expertise to the team.
With more than 25 years of experience in the venue and events industry, Natasha Thiebaut is no stranger to high-profile projects. A former Vice-President of IMG’s Stadium Division, Natasha played a pivotal role in the launch of Wembley Stadium, the development of Club Wembley, and the generation of a groundbreaking $1bn (£768m/€949m) in premium seat revenue – the first of its kind in global football.
Her career has seen her collaborate with clubs such as Everton, FC Porto, and Leinster Rugby, as well as national stadiums like Moscow’s Luzhniki Stadium and Rio’s iconic Maracana. Thiebaut also led IMG’s advisory efforts for the FIFA World Cup Qatar 2022 stadium development.
Now, as Chief Commercial Officer at Freemans Event Partners, Thiebaut is set to leverage her extensive background in premium fan experiences to bridge the gap between exclusive offerings and the public event experience. Her focus will be on growing the Freemans Event Partners brand and client base and expanding its capabilities in premium.
We caught up with her to discuss the exciting opportunities she sees in the live event market – and why Freemans Event Partners is perfectly positioned to capitalise on them.
TheStadiumBusiness: What are Freemans’ objectives for the next five years?
Natasha Thiebaut: “Over the past two decades, we have witnessed explosive growth, with Freemans Event Partners becoming a true pioneer in the live event industry. The secret to our success? A relentless commitment to innovation. When you look back at the event landscape just a decade ago, it’s hard to believe how far things have come. Venues were still largely cash-based, with very limited food offerings.
“In 2015, the Men’s Rugby World Cup at Allianz Stadium (formerly Twickenham) served as a game-changing moment for the industry. Freemans Event Partners Technologies played a key role in converting the stadium into a cashless, card-only venue – a bold step that set the stage for broader shifts across the sector.
“But Freemans Event Partners didn’t stop there. In 2018, we took food and beverage offerings to the next level by introducing the Union15 Bar & Grill, the first semi-permanent, restaurant-quality outlet in the event industry.
“As we approach our 50th anniversary, Freemans Event Partners is committed to continuing our tradition of innovation while expanding our reach across the UK and Europe. The team is focused on growing our portfolio of tier-one events, building on our successful partnerships with iconic events like the Ryder Cup in Rome and the Paris Olympics. With our extensive experience working with international bodies on major quadrennial events, we are also now looking at offering our expertise as a consultancy partner to operators around the globe.
“Looking further ahead, we want to position ourselves as the go-to event partner for everything from supply chain management and foodservice to workforce dining, logistics, payments, and brand activations. With cutting-edge solutions like FEP PAY, our payment platform, we are strategically placed to enhance all aspects of the customer journey – from ticket to seat or from the moment attendees step into a venue.
“As the event industry continues to evolve, Freemans Event Partners is ready to lead the way in redefining what’s possible.”
TSB: How does Freemans plan on growing its offering across UK stadiums in the coming years?
NT: “Over the past few years, we’ve seen a dramatic shift in how fans approach ticket purchasing, with hospitality evolving beyond the traditional corporate market. More and more individuals are now seeking out hospitality packages, looking for elevated experiences at major events.
“With over 50 years of expertise across a diverse range of events, we recognise a significant opportunity to bridge the gap between general admission and higher-end premium seating. We aim to create innovative experiences that cater to a wider range of fans.
“So, we’re working closely with our clients to enhance food and beverage offerings and improve the overall fan experience and exploring the potential of GA+ and all-inclusive ticketing options.
“As the demand for more personalised and immersive event experiences continues to rise, we’re excited to be at the forefront of this evolution, shaping the future of live events for fans.”
TSB: Has the company signed any new major stadium clients in recent months?
NT: “We are continually building strong, lasting partnerships with venues across Europe, helping to expand their food and beverage offerings while also diversifying into other key services like technology and brand activations. Our approach is not just about enhancing existing operations; it’s about creating new opportunities and delivering innovative solutions that elevate the fan experience.
“A prime example of this is our development of the Food Village retail structure at Lord’s Cricket Ground. We designed, built, and now operate this exciting new concept, which is transforming the way fans experience food and drink at one of the world’s most iconic sporting venues.
“As we continue to expand our footprint across Europe, our focus remains on forging impactful partnerships that go beyond traditional event services, bringing fresh ideas and expertise to venues looking to enhance both their commercial offerings and the overall guest experience.”
TSB: Is there a specific sport the company is looking to target over the next five years?
NT: “Our expertise spans a diverse range of sports, from golf, rugby, and football to horseracing, baseball, and American football. And that’s just the beginning – concerts are an increasingly vital part of our portfolio. The live music sector is booming, with LIVE, the voice of the UK’s live music industry, reporting in September that the sector’s contribution to the UK economy surpassed £6bn for the first time.
“We’re also setting our sights on more international events, aiming to bring our expertise in fan experience, food & beverage, and event logistics to new global markets.”
TSB: How important are fan zones becoming for teams and venues?
NT: “I see this as an absolutely key area of growth in terms of driving fan experience, particularly as refurbishing stadia is becoming more and more expensive.
“Fan zones are crucial for venues looking to expand spectators’ dwell-time. We had great success with the fan zone we delivered at the Major League Baseball at London Stadium, for example, which we won a Fan Experience award for at TheStadiumBusiness Awards!
“We are now seeing growth in venues building more permanent fan zones – for example Aston Villa and Brighton & Hove Albion. We have already had success with the structures we have built at Allianz Stadium and at Lord’s and we are now looking at how we can work with our clients to develop these further.”
TSB: Do you have any data/examples of how fan zones have increased spend/dwell-time for venues?
NT: “I think all venues will tell you that they have seen an increase in dwell times and spend but here are a few stats from the MLB at London, where we created really immersive Chicago Cubs and St Louis Cardinals-branded fan zones with DJs and ‘Instagrammable’ signature dishes.
- 70% of spectators who purchased food at the event rated it 4* and above.
- 70% of the people ate twice.
- 90% ate before the 7th-inning stretch with a big peak at the 7th-inning stretch.
- 3,421 beer baseball bat souvenir cups were sold within 45 minutes of opening on the first day.
- MLB World Tour: London Series 2023 generated nearly £53m economic impact for the London economy.
- The rest of the UK benefitted by £7.68m.
- 110,000 tickets sold with 21,000 (19%) from the USA.
TSB: You mentioned the ‘Instagrammable dishes’ – what do you feel are the current trends in the F&B sector?
NT: “There is a growing appetite for immersive, Instagram-worthy food and drink experiences. Food and drink are no longer just about sustenance – they’re an integral part of the experience itself and a key way for venues and events to deliver their brand.
“F&B is the second-largest spend category at events (after ticketing), and the trend isn’t slowing down. TikTok, where food is a constant trending topic, illustrates the power of food experiences in today’s culture:
- #FoodTok: 3 million videos created | 106 billion total views
- #StreetFood: 1 million videos created | 65 billion total views
- #FoodReview: 2 million videos created | 59 billion total views
- #PlacesToEat: 54,000 videos created | 761 million total views
(*Source: Value of Outdoor Events 2018, Event Industry Forum; Antler PR)
“Our work on projects like the ‘Harry Potter: The Forbidden Forest’ immersive experience has shown us that when food becomes part of the entertainment, it enhances the overall atmosphere, making it a key part of the fan journey.
“Another area where we see significant potential for growth is in bringing the high street food experience to events. Through partnerships with well-known brands like West Cornwall Pasty Co., Costa Coffee, and German Doner Kebab, we’ve learned that serving food and drink from recognisable brands not only drives foot traffic but also boosts transaction values. For example, a Costa Coffee outlet typically generates 30% more revenue than a generic coffee stand.
“Finally, data… AI is already making waves in the food & beverage industry, particularly with frictionless technology, but the real opportunity lies in how AI can help us interpret sales data. By understanding customer behaviour, AI can help us drive personalisation throughout the entire fan journey – starting from the initial ticket purchase to the on-site experience as well as increasing operational efficiencies.”
TSB: Having worked with several major venues around the world, what have you learned and how will these skills be transferable in your new role?
NT: “As someone who’s passionate about stadiums and the way venues are evolving, I’ve always been fascinated by the innovation shaping the future of live events. That’s why I was thrilled to be a judge for the TheStadiumBusiness Awards – seeing first-hand the incredible strides being made in venue design and fan engagement was truly inspiring.
“For me, the fan has to be at the centre of everything we do. Historically, food & beverage spends at sports events have been low, and for years, people said that couldn’t change. But we’re now seeing something exciting: when you deliver a great fan experience, fans are not only willing to stay longer – they’re spending more. It’s all about offering something memorable that enhances the overall experience.
“Throughout my career, I’ve focused on developing premium experiences and driving revenue for venue clients, but now I’m incredibly excited to turn my attention to general admission experiences. We’ve already seen the potential for growth in this area, and I’m eager to explore how we can transform it, making these experiences just as engaging and rewarding as the premium ones.
“At Freemans Event Partners, agility and innovation are at the heart of everything we do. We’re constantly asking, ‘What’s next?’ – and I’m excited to see how we can continue to push the boundaries, creating experiences that elevate every aspect of the event journey. It’s an exciting time to be part of this industry, and I’m looking forward to what comes next.”
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