Manufacturer of pies, pasties and rolls, Peter’s Foods, has scored a series of new business partnerships in the sporting world that will push sales of its products in stadiums across the UK to more than one million. 

The company has signed over 10 new contracts with professional football and rugby clubs at stadia across the country, including Premiership clubs Birmingham City and West Ham United and rugby giants The Ospreys and London Wasps.  

These contracts – along with many others across England and Wales – provide a major distribution channel for Peter’s range of pies, pasties, rolls and slices. Peter’s has a track record of increasing food sales at the 18 stadiums it already supplies nationwide, with Sheffield United increasing sales by 33 per cent in the first year of its partnership with the firm.   

John McAughtrie, national account manager at Peter’s Foods, said: “Securing contracts with Premier League clubs such as Birmingham City really broadens Peter’s appeal and reach amongst thousands of football and rugby fans. Our business model for stadiums means that we invest in the clubs to primarily help them drive food sales, whilst supporting them through extra initiatives such as perimeter advertising and match day sponsorships."  

Peter’s now supply 28 football and rugby clubs through its stadium network, with plans to secure a further 20 stadiums by the end of 2011. 

McAughtrie added: “An interesting business spin-off from these partnerships has seen us generate additional listings for Peter’s within various foodservice outlets and retailers that are located in close proximity to the stadia.”