BaxterStorey strikes new partnership with Cambridge United Football Club

BaxterStorey has been appointed by Cambridge United Football Club as its hospitality provider in a new five-year contract, the value of which was undisclosed.

The group will develop the club's food and beverage services at its Abbey Stadium and the new contract will see BaxterStorey provide a new permanent chef dedicated to the training ground to oversee players' menu choices five days a week, with further hires across hospitality expected as the offering evolves over the coming months. The team will be supported centrally by BaxterStorey's chef development team.

BaxterStorey will deliver a suite of hospitality provisions including on match days within the club's executive and signature suites, as well as a non-match day offering for corporate events.

The team will also revitalise the existing food outlets available to fans, with pop-ups and street food introduced over time and concessions focused on local provenance, working with fans to gather feedback and test new ideas.

Cambridge United FC's chief executive Ian Mather said: "We chose BaxterStorey based on their experience with other football clubs and similar organisations. We wanted a long-term partner to develop our player feeding programme and help us elevate the fan experience. They have integrated quickly within the club, and we will work with them to engage with fans to deliver something for everyone, including reducing queues at busy times."

BaxterStorey's regional managing Director, Peter Kent, added: "We're excited to bring our innovation and creativity to Cambridge United FC. Our chefs understand the important role that food plays in peak athletic performance and have plenty of ideas about how to bring nutritious, delicious dishes to players, members, and fans.

"With a genuine passion for the game, we are looking forward to bringing these ideas to life and working with the club to redefine the food and beverage offer at the Abbey Stadium."

The caterer already provides hospitality at sports clubs and venues across the country including Aberdeen Football Club and Somerset County Cricket Club.

BaxterStorey is part of WSH, which also operates Holroyd Howe, Caterlink, Benugo and Searcys.

Photo: www.cambridge-united.co.uk