For years, football matchdays were synonymous with simple stadium food – think pies, chips and pints of lager. But as football culture evolves, so does the dining experience. 

Across the UK, clubs and stadiums are embracing fine dining, challenging outdated stereotypes and enhancing the fan experience. This shift is about a cultural change that integrates gourmet food into football’s vibrant community. 

Today, stadiums are transforming into culinary destinations, where locally sourced ingredients, creative menus, and even Michelin-starred chefs, are taking centre midfield. 

Michelin player of the match 

The 2025 FA Cup Final epitomised this transformation, with Michelin-starred chef Tom Shepherd curating a spectacular menu at Wembley. Shepherd’s menu included dishes like roast cod and beef tartare, ending with his whimsical Great British Menu and Upstairs dessert, “No Ordinary Schoolboy” – a white chocolate mock banana filled with mousse.  

Shepherd’s approach to football hospitality reflects a wider trend. According to a 2024 survey by the UK Hospitality Association, 68% of football fans said improved food options enhanced their matchday experience. This indicates a growing appetite for high-quality culinary offerings at football grounds.  

Year-round culinary experiences 

Some clubs are taking this evolution further by positioning their stadiums as year-round culinary destinations. A standout example is Tottenham Hotspur’s North 17, a fine-dining restaurant located within the Tottenham Hotspur Stadium. Opened in early 2025 and run by a former Michelin-starred chef, North 17 serves gourmet dishes that appeal to fans and food lovers alike, regardless of whether a match is on. 

Other clubs are following suit. Aston Villa’s Legends Lounge offers multi-course meals featuring premium ingredients and curated wine pairings. While Brighton & Hove Albion’s Tunnel Club collaborates with MasterChef winner Steven Edwards, to craft menus that celebrate local flavours. Norwich City, famously co-owned by renowned chef Delia Smith, raised the stakes with elevated matchday options such as garlic chicken with cheddar fondue, and Manchester City’s Cityzen Restaurant embraces the diversity of its fanbase by serving internationally inspired dishes. 

This shift isn’t just about luxury, it’s about inclusion. Clubs are recognising that food can bring fans closer to the game, creating a shared sense of community while catering to diverse tastes.  

Albion connect event in the Kitchen by Liquid 

Earlier this year, we hosted the Albion Connect networking event for West Bromwich Albion, transforming our Liquid space into a hub of networking and collaboration. Chef Olivier curated an inspired menu, pairing inventive dishes with exquisite wines, proving that food can elevate any event. Attendees left not just with new connections but with a new appreciation for the power of great food. 

Looking ahead, we’re inspired by the fusion of food and sport. From stadium dining to bespoke event catering, we see endless potential to craft unforgettable culinary experiences. 

The transformation of football stadiums into culinary destinations is evident in the significant investments made by clubs. In 2024, Premier League clubs collectively planned a 14% increase in stadium capacity to boost matchday income, reflecting a broader trend of enhancing fan experiences through upgraded facilities.  

This investment is paying off. Fans are increasingly willing to spend more on premium food and drink options compared to traditional offerings. According to Deloitte’s 2025 Sports Industry Outlook, the global sports industry continues to professionalise, with heightened stakes and increasing investments in talent, analytics and fan experiences 

These developments underscore the fact that modern football fans are looking for more than just a game. Gourmet food, locally sourced ingredients and innovative dining concepts are playing a key role in meeting these expectations. 

The future of football dining 

The future of stadium dining promises bold and immersive innovations that elevate the matchday experience. Picture multi-sensory dining where themed menus mirror the intensity of the game or augmented reality (AR) projects iconic match moments around you as you enjoy your meal.  

Beyond matchdays, stadiums are poised to become year-round culinary hubs, offering pop-up food festivals, interactive masterclasses, and storytelling menus that celebrate a club’s history and culture, drawing in food enthusiasts and fans alike. 

Elevate your next event 

If you’re looking to elevate your next event with exceptional food and unforgettable experiences, look no further. From sports hospitality to bespoke celebrations, our team specialises in crafting menus that delight and inspire. 

Both foodfluencers and chefs have an essential place in the evolving food landscape and the kitchen is no longer a space exclusively for professional chefs. Foodfluencers bring relatability, creativity, and immediacy to the food conversation, while chefs offer depth, tradition, and expertise. Rather than existing in competition, these two forces can and are working together to create a more dynamic and inclusive food culture. 

Let’s create something extraordinary together. Visit our contact page to start planning your next event.