Millwall and Sodexo Live! to transform The Den
Millwall Football Club have extended their partnership with Sodexo Live! in a deal that includes a multi-million-pound transformation of the hospitality, conference and event areas at The Den.
The global hospitality services provider has worked with the club since 2012 on matchday retail catering, with the new agreement expanding the partnership to a complete overhaul of The Den’s premium spaces. The transformation will begin with The 1885 Club and the Chairman’s Suite.
Sodexo Live! will manage the project from end-to-end, including engaging designers, managing the contractor tender process and project managing the refurbishment alongside the club. The new spaces will be designed to pay tribute to Millwall’s history.
The deal will see the creation of new suites, refreshed conferencing and event packages, and updated menus. Sodexo Live! will also develop a new suite of marketing collateral to promote the club’s C&E offering and will draw on its experience working with other UK stadia, including Fulham FC, Brighton & Hove Albion FC and Newcastle United FC.
Mark Fairbrother, Managing Director, Millwall FC said, “Our partnership with Sodexo Live! represents much more than a commercial agreement – it’s a strategic decision aligned with our long-term vision for the club. Investing in the infrastructure of The Den, improving the quality and variety of food and drink, and enhancing the overall matchday environment are all vital parts of our commitment to delivering a better experience for all supporters. In Sodexo Live! we’ve found a partner who shares our ambition to deliver real quality both on and off the pitch. I’d like to personally thank all the staff who played a vital role in bringing this complex project to life – especially those who have worked tirelessly behind the scenes to make it happen. This is a major milestone for the club and an important step forward in creating a stadium experience we can all be proud of.”
Claire Morris, CEO Sodexo Live! UK&I, added, “Our team at The Den has proudly delivered retail catering services for Millwall’s supporters for over a decade. This next phase marks an exciting evolution in our partnership-one where we’re not only bringing our hospitality and event catering expertise but also leading the end-to-end transformation of the experience. We’ve helped shape the vision and design and are managing delivery. This is about creating something exceptional. Our team at Millwall has done a fantastic job showcasing what’s possible when we bring in our best people, ideas, and proven success from across the industry to reimagine hospitality, conferencing, and events at this iconic South London venue.”
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