Delaware North U.K. and Sunderland Association Football Club (AFC) last month announced a 15-year partnership for the company to serve as the hospitality and foodservice provider at the Stadium of Light, delivering next-level matchday experiences through reimagined concourses to self-serve taps to exclusive dining with Michelin-star chef Tommy Banks.
Delaware North U.K. recently led a tour for fans of the reimagined stadium before an Aug. 2 preseason friendly match between Sunderland AFC and Real Betis. Enhancements include:
- New murals featuring Sunderland legends as well as lyrics of local songs and chants
- Revamped kiosks emphasizing local lingo and fare
- New beer systems offering more draught beer available than ever before, with a wider range of beers and one of the best taps-per-fan ratios in England
- Self-serve beer taps powered by EBar
“It was genuinely incredible to see the fans’ reaction when they first entered the stadium and tasted cold beer and great food – that’s what it’s all about,” said Marco Galer-Reick, vice president of strategy enablement and human resources for Delaware North U.K. “A huge ‘thank you’ to the massive team responsible for making these improvements possible. We should all be proud of the amazing fan experiences we are preparing for this season.”
“My first reaction when seeing the new concourse was how bright and colorful it is, and it has a really warm family vibe,” one fan said.
Above: Delaware North U.K. and Sunderland AFC hosted a preseason tour of the Stadium of Light to show off enhancements to the concourse. Pictured at center (left to right) are Nik Chapham, head of events for Sunderland AFC; Zoe Hadaway, head of people for Delaware North at London Stadium; Marco Galer-Reick, vice president for Delaware North U.K. strategy enablement and HR; and Tal Bar Yoseph, head of customer success for Ubeya, Delaware North U.K. technology partner.
Click below for a glimpse of the new concourse shared on LinkedIn by Delaware North U.K.
