Lincoln City Partners with Oak View Group to Enhance Stadium Experience

Lincoln City FC has partnered with Oak View Group to upgrade the food, drink, and hospitality experience at ProAmpac Stadium. The deal comes as the club continues to invest in the stadium, including the development of new and upgraded supporter and hospitality areas.

What happened?

Lincoln City has partnered with Oak View Group to overhaul the food, drink, and hospitality experience at ProAmpac Stadium. The deal aims to improve the matchday experience and retain a strong local identity.

Why it matters for Lincoln City

The partnership is designed to ensure the club's hospitality offering keeps pace with wider improvements being made around the stadium. Lincoln City Chief Operating Officer Dan Seaborne said, "We've made significant investment in the stadium this summer and, for me, this partnership is about making sure the experience around the food, drink, and hospitality matches the progress we're making across the rest of the site."

What comes next?

The partnership is expected to support the club's push to generate more activity at the ProAmpac Stadium throughout the year. The development of the Imps Territory is set to provide expanded facilities for conferences, functions, and other events.

Lincoln City wants the upgraded offering to retain a strong local identity. "OVG bring a huge amount of experience from some of the best sporting and entertainment venues in the country, but it's really important that what we create here still feels like Lincoln City," Seaborne said. "We want to use that expertise without losing our own identity."

The partnership is expected to include greater use of Lincolnshire producers and suppliers. "Lincolnshire has some fantastic local producers and suppliers and we want that to be reflected in what we offer," Seaborne said. "Wherever we can, we want to work with local businesses, bring more local produce into the stadium and create something that feels connected to the club, the city, and the wider area."

For fans, the club is targeting better quality, greater choice, value, and a smoother overall stadium experience. Similar improvements are planned for hospitality guests and customers attending conferences and events on non-matchdays.

Katie Harel, Managing Director of OVG Hospitality, said reducing queues and speeding up service will be among the group's priorities. "We are delighted to be working with Lincoln City FC and to bring OVG's experience to the ProAmpac Stadium," Harel said. "Our focus is on enhancing the matchday experience by reducing queues, improving service times, and creating a smoother, more enjoyable visit for supporters, hospitality guests, and everyone coming through the gates."

The deal adds Lincoln City to OVG Hospitality's growing football portfolio in the UK. The company already works with Manchester City through a joint venture with City Football Group and manages hospitality operations at Leicester City, Stoke City, and Southampton. OVG also operates at major sports and entertainment venues in the U.S., while its UK footprint includes Manchester's Etihad Stadium and Co-op Live.

What's next for Lincoln City?

The partnership is expected to support the club's push to generate more activity at the ProAmpac Stadium throughout the year. The development of the Imps Territory is set to provide expanded facilities for conferences, functions, and other events.

Lincoln City wants the upgraded offering to retain a strong local identity. "OVG bring a huge amount of experience from some of the best sporting and entertainment venues in the country, but it's really important that what we create here still feels like Lincoln City," Seaborne said. "We want to use that expertise without losing our own identity."

The partnership is expected to include greater use of Lincolnshire producers and suppliers. "Lincolnshire has some fantastic local producers and suppliers and we want that to be reflected in what we offer," Seaborne said. "Wherever we can, we want to work with local businesses, bring more local produce into the stadium and create something that feels connected to the club, the city, and the wider area."

For fans, the club is targeting better quality, greater choice, value, and a smoother overall stadium experience. Similar improvements are planned for hospitality guests and customers attending conferences and events on non-matchdays.