Skip to main content
Latest news
Event — ESSMA Summit 2026 - Register Now/Event — ESSMA Stadium tour Valencia: Final Spots/Member news — 30 Years of ESSMA: A New Look for the Next Chapter/Member news — ESSMA Joins the Sports World Congress Advisory Board/
Publication

Rethinking Stadium F&B and Hospitality: What European Clubs Can Learn from a Changing Fan Culture

In stadiums across Europe, the food and beverage conversation is no longer about fries, pints and halftime queues. It has become a discussion about identity, innovation, sustainability, commercial performance and—above all—expectation. That was the backdrop for one of the most energetic moments of the ESSMA Summit: the F&B and Hospitality panel conversation featuring Tottenham Hotspur, True Food, RSC Anderlecht and Borro, moderated by ESSMA Board Member Dimitri Huygen.

25 Jan 2026

What emerged was not a debate about incremental improvements. It was a collective acknowledgement that stadium hospitality is undergoing a structural transformation. Fans are changing, technology is reshaping behaviour, and clubs must decide whether to lead the evolution or be…

This publication is for ESSMA members

Sign in with your member account to read the full publication and download the PDF.

Log in to read →Become a member