Stoke City Football Club has partnered with Oak View Group (OVG), a global leader in live entertainment infrastructure and services, to announce a new long-term plan to reinvent the food and beverage experience at the bet365 Stadium.

OVG will lead the design and delivery of an elevated, fan-first offering, bringing locally inspired menus, premium hospitality offerings and streamlined concessions for visitors and fans.

Under the agreement, OVG Hospitality will assume responsibility for all hospitality operations at the bet365 Stadium and work with the Club on the planning and delivery of revitalised catering, both on matchdays and at stadium events.

“OVG has a proven track record of transforming hospitality, food‑and‑drink and service at major football venues over the long-term,” said Simon King, Chief Operating Officer at Stoke City.

“We are excited to bring that expertise to our club and venue, helping us develop our offering as we seek to create increasingly memorable, modern experiences that reflect the Club and its community.

“For us, OVG provide the perfect balance between combining their global scale with a deep understanding of the sense of local pride that is required to provide a thriving and successful food & drink operation.

“They come on board at an exciting time during which we are actively planning for significant investment into our catering areas over the coming years.

“Although this can’t happen overnight, we are also confident that more incremental changes can be made to start to improve fan and customer experiences right from the start of the 26/27 season.”

Katie Harel, Managing Director of OVG Hospitality, said: “We are incredibly proud to be a true partner to Stoke City Football Club. This is an important collaboration for OVG and we are committed to delivering consistently world‑class experiences at the bet365 Stadium, on matchdays and beyond.”

The agreement expands OVG Hospitality’s growing UK and European footprint. OVG currently manages food and drink at Co‑op Live in Manchester, operates a joint venture with City Football Group at the Etihad Stadium, and manages all hospitality at Leicester City and Southampton. The UK expansion follows the success of OVG’s hospitality model across major U.S. sports and entertainment venues, such as Mortgage Matchup Center, Benchmark International Arena and Penn State University’s Beaver Stadium.