The UK’s largest coffee chain is strengthening its collaboration with Freemans Event Partners to open kiosks at some of the country’s largest event venues, including Cheltenham Racecourse and Twickenham’s Allianz Stadium
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Costa Coffee began working with Freemans Event Partners in 2022 | Photo credit: Freemans Event Partners
Costa Coffee will open branded kiosks at some of the UK’s largest event venues in 2025 as part of a strengthened partnership with Freemans Event Partners.
The Allianz Stadium in Twickenham, Cheltenham Racecourse, Badminton Horse Trials and the BMW PGA in Wentworth, Surrey, are among the venues where the coffee chain will operate branded kiosks.
“We are always looking for new ways to connect with our consumers, and the live event space has been a fantastic avenue for growth through working with Freemans Event Partners. The evolution of this relationship allows us to bring the ‘Nation’s Favourite Coffee Shop’ experience to even more consumers across a greater number of events,” said Andrew Miller, B2B Express and Corporate Director, Costa Coffee.
Costa Coffee began working with Freemans Event Partners in 2022 with a kiosk at the Betfred British Masters golf tournament and strengthened the partnership at the 2024 Olympic and Paralympic Games in Paris, France, where it operated eight mobile kiosks.
The coffee chain sold more than 500,000 beverages at its kiosks during the event, with its Olympic Village site selling a drink every 13 seconds.
World Coffee Portal’s Project Café UK 2024 shows Costa Coffee holds a 26% market share of the 10,200-store UK branded coffee shop market, with more than 2,650 outlets.
Alongside seeking a greater presence at events venues, Costa Coffee is also targeting a greater share of the UK drive-thru coffee market with plans to reach 500 sites with the service by 2025. In November 2024, the Coca Cola-owned coffee chain began trialling its first 24-hour store at a drive-thru in Leicester, UK.
Founded in 1975, Freemans Event Partners works at some of the UK’s most iconic event venues, including Silverstone Circuit, Lord’s Cricket Ground and Wembley Stadium, and operates at high-profile events such as the Formula One Grand Prix, the Six Nations, the Ryder Cup and the FA Cup.