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Gloucestershire Business News

Badminton Horse Trials appoints Freemans as food and drink partner

Badminton Horse Trials has appointed Freemans Event Partners as its new food and drink partner across its public catering offering ahead of the 2023 event.

The Gloucester-based event specialist is now the major provider of the Badminton Horse Trials public catering including food, ice cream, hot drinks, confectionery and bars.

Under the new partnership, the business will also be deploying cutting-edge POS payment solutions, seating and dining infrastructures across the food courts.

Freemans Event Partners supports over 400 of the UK and Europe's biggest events and venues such as Silverstone, Lord's Cricket Ground, Twickenham, London Stadium and the BMW PGA Championship.

It was its position, as a leading event solutions provider and its proven track record of enhancing the consumer experience at events that helped secure this new contract.

Jane Tuckwell, event director of Badminton Horse Trials, said: "The Freemans Event Partners team has proved time and time again that they can create bespoke food and beverage offerings which perfectly fit an event and its audience. This was a crucial factor for us when selecting a partner for the Badminton Horse Trials as we have a very specific demographic.

"Equally, we were impressed by their history of delivering high volume in live environments while maintaining exceptional quality and service levels. As we look ahead to what promises to be a momentous 2023, we're incredibly happy to have Freemans Event Partners with us on this journey.

"The 2023 Badminton Horse Trials, presented by Mars Equestrian, timetable has been scheduled to complement the upcoming coronation of King Charles III and the Queen Consort, with the dates being shifted to 4-8 May. There will be a break in the middle of the second day (Saturday 6th May) so everyone can watch the Coronation on the big screens situated in the catering areas.

Jane added: "With this year's event coinciding with the Coronation, it will be a celebration of the best of British in the most wonderful and historic way. This will be represented across the event."

Badminton Horse Trials is one of just seven five-star equestrian events in the world, with more than 180,000 people attending over the five days. Five-star is the highest level of eventing competition, where the very best horses and riders in the sport compete against each other in three phases: dressage, cross-country and show jumping.

Stephen Freeman, Freemans Event Partners CEO, added: "Here at Freemans Event Partners, we're proud to partner with the UK and Europe's most iconic events and venues, and thrive to deliver outstanding customer experiences that are bespoke to each event. We're incredibly thrilled to be starting on this journey with the Badminton Horse Trials.

"Not only is it one of the leading events of its kind anywhere in the world, with thousands of attendees and the highest level of competition, but it's right here in our home county of Gloucestershire in the glorious grounds of Badminton Park."

Freemans Event Partners is a family-owned business, established in 1975 by Stephen Freeman Senior. The company has grown from a single fish and chips outlet at Silverstone to now operating across a wide range of iconic events and venues, from sporting events and tournaments to music festivals and immersive experiences.

Over the past 45 years, the business has grown to reach over 15 million people at more than 400 events each year across the UK and Europe.

Last week, Punchline reported that Freemans Event Partners had signed a multi-year strategic partnership with Quorn , the UK's No. 1 meat-free brand.

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