From Transactional to Experiential: The Future of F&B in Global Stadia


8th May 2026

Russell Partnership Collection

Founded in 1989 with a vision to create a positive difference across the food and hospitality sector, over three decades later, we’re proud to have lead, developed strategy and operated with some of the world’s largest global events, including the London 2012 Olympic Games, Sochi 2014 Winter Olympics, 2015 and 2019 Rugby World Cups, Expo 2020 Dubai and the 2018, 2022 and 2026 Commonwealth Games.  

Today, we continue to deliver strategic consultancy and operational support globally, across multiple sectors including business, government, higher education, major events, conference and hotels. We have the privilege of working worldwide with clients and operators across stadia and events including Silverstone F1 British Grand Prix, Wembley Stadium, the R&A Open Championship, Royal Ascot, LIV Golf and the Jockey Club to name a few. 

As independent industry specialists, our services range from developing long-term F&B strategy / masterplans to delivering future partner procurement processes. Contract evaluation, commercial modelling and operational efficiencies are also key services we deliver for clients as venues develop longer term partnerships with operators and maximise the commercial and revenue impact to the bottom line. 

How has F&B / hospitality industry changed post pandemic? 

Since the pandemic, food, beverage and hospitality has shifted from being a background amenity to becoming a centre-stage driver of the modern event experience. Whether at a sports game, concert, conference, or festival, what guests eat, and drink plays a defining role in how they perceive and remember an event. Today, fans and attendees expect more than entertainment, they want memorable, meaningful, and high-quality culinary moments that complement the event itself. As a result, stadiums, arenas, and live venues worldwide are investing heavily in elevated food and beverage offerings that shape how people feel, engage, and return. 

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