A new partnership between Costa Coffee and Freemans Event Partners has kicked off at the Betfred British Masters, with the UK coffee chain planning to open branded kiosks at a range of major UK sporting events
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The new Costa ‘store’ provides coffee fans with all their favourite Costa products | Photo credit: Freemans Event Partners
Costa Coffee has announced a partnership with Freemans Event Partners that will bring the UK’s largest coffee chain to major UK sporting events via new mobile outlets.
Detailing the partnership, Stephen Freeman, CEO of Freemans Event Partners, said that the organisation would be collaborating with Costa Coffee across a number of events this year, including the Royal Cheshire Show, the Formula One British Grand Prix at Silverstone, which attracted approximately 350,000 spectators in 2019, the BMW PGA Championship and multiple fixtures at Twickenham.
The new Costa Coffee outlet will serve a breakfast to lunch and sweet products through to its hot and cold beverages, with Costa Coffee’s recently launched
M&S Food offering also be available.
“We’re really excited to be working with Freemans Event Partners to bring our new Costa Coffee mobile outlet to some amazing live events this year, starting with the British Masters. The new Costa ‘store’ provides coffee fans with all their favourite Costa products, including our new summer menu and Costa Coffee Now Serving M&S Food range,” said Marian Fagbemiro, Costa Coffee Corporate Partnerships Director.
“When we look at the coffee market, UK branded coffee shops are forecasted to reach over £5bn in sales by the end of 2023. There’s tremendous growth to be found here. So, to bring something this unique to the market and to launch at the British Masters, where we have a strong track record in providing unique hospitality offerings for spectators, we’re certain this outlet will be popular with customers,” said Stephen Freeman, CEO of Freemans Event Partners.
The move highlights how the easing of lockdown restrictions in the UK has reinvigorated the appeal of major events for commercial food & beverage partners, with World Coffee Portal data showing the UK's branded café market has exceeded its pre-pademic level in terms of outlets.