The Sodexo Group has sent a signal of its ambition to develop its business in the world of sports, events and hospitality by creating a new global brand -Sodexo Live! The group says the plan is to leverage all of its expertise across the world in this sector. The move illustrates Sodexo’s confidence in this market and its potential for rebound. The group points to a September 2021 study conducted by Harris Interactive for Sodexo Live! across the United States, UK, France and Spain. It showed that 80% of respondents feel comfortable attending sports, cultural or professional events again, a figure they say is 20 points up on September 2020. Nathalie Bellon-Szabo (pictured), CEO Worldwide of Sodexo Live!, describes the announcement of the new brand as a major milestone. “Sodexo Live! is the affirmation of a new ambition, as we bring together our expertise related to sports, events and hospitality under a unified global brand. More than ever, I am convinced that fans and guests worldwide are looking to find common links and embrace the human bond that comes from being there live. With this launch, we reaffirm to our clients that we are the preferred partner to face the future with, and that we believe steadfastly in our 40,000 employees around the world to offer them world-class, creative, value-generating services.” Since the creation of a dedicated business for the sports and entertainment sector, Sodexo says it has garnered strong returns, reaching a revenue of €1.7bn in FY2019, before the Covid crisis. The return of face-to-face, in-person events, it says, “resents an exciting amount of demand in what is a structurally growing market”. To fully accelerate in this active market, the group says the Sodexo Live! brand will be based on three foundational pillars:
- A region-specific strategy to grow global presence
Sodexo Live! will consolidate its presence in its top three markets – North America, France and the UK – and accelerate its growth in Spain and APAC, two markets in high demand for these services.
- Acute focus on priority business segments
Sodexo Live! will continue to deploy its expertise in major venues and events in order to reveal their full potential and enrich the live experience of their audiences.
- A portfolio of tailor-made services, creating value for its clients
The group sees the heart of Sodexo Live! expertise lying its culinary talent, creative spirit and ability to capture the taste of the local culinary scene. Sodexo Live! has cultivated 15 partnerships with celebrity chefs around the world and trains 4,000 gastronomy professionals each year at the Lenôtre school. Sodexo Live! Says it is also fully committed to a process of social and environmental progress . For more information, visit the Sodexo Live! website here.
