For the first time since France-based Sodexo bought North American food and beverage hospitality player Centerplate in 2018, the two companies will step forward with a combined presence, repositioning itself globally as Sodexo Live!. The change drops the Centerplate name from stadium concessions and more readily merges the global operations of the company.
Nathalie Bellon-Szabo, Sodexo Live! global CEO said “We are creating a unique brand, which is Sodexo Live! because we want to unify all the expertise we have across this sector and all the segments we are in. It is time to get back to the events and with this new identity, I think people are eager to come back to a live event.”
The repositioning of the company signals to clients their investment and ambition in the sports and entertainment market. “We want to be more visible,” Bellon-Szabo says, “about all the services we are doing. We are doing food and beverage, everybody knows that, but we have other services.” From ticketing packages to sales of non-gameday venue experiences and even merchandising, she says the Sodexo Live! brand will help showcase that the company focuses on more than just food and beverage.
Steve Pangburn, Sodexo Live! North America CEO, says the global aspect of the brand provides value to clients. “We have these tools now from France and the U.K. to offer these services,” he says. “We are a global company and our clients are becoming global.”
Sodexo Live! has 400 global locations across multiple sectors. Before the pandemic, the company had annual revenue growth of 8% each of the last three years with 63% of the business in North America, 22% from France, and 12% from the U.K. and Ireland. Sodexo Live! expects the North American market to remain the largest and offer the greatest opportunity for growth, even while they build a larger presence in France, the U.K., Spain and add a development team for the burgeoning Asian market.