Hard Rock Stadium is hosting seven matches during the FIFA Men’s World Cup, extending the venue’s busy NFL offseason.
Sodexo Live, the venue’s food and beverage provider, has had to adapt to handling big events with unique audiences. Belinda Oakley, Sodexo Live CEO, said, “Miami is such an incredible story. Ten years ago, we weren’t doing any of this.”
The Miami Open moved to the stadium in 2019, followed by the F1 race in 2022. Sodexo Live realized it needed dedicated teams for each event. While Miami might take it to an extreme, most NFL venue calendars venture well beyond their tenant’s games and a few concerts. They have become more diverse in recent years.
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Adapting to that has become a necessity for concessionaires. The prep is year-round — menu tastings for the 2027 F1 Grand Prix have already begun, for example — and the fan bases for tennis and racing differ. This difference requires a tailored approach to food and beverage.
Oakley said, “Anyone who thinks you can kind of add all these things and do them on the side of your desk, it doesn’t work.” The two-week Miami Open lends itself to restaurant-style hospitality, which is a key aspect of the event.
Sodexo Live was surprised to discover that Formula One fans in Miami wanted a similar experience. Oakley said, “We’re finding ways to work the same concept in a different way for each of these events.” The company is committed to providing a unique experience for each guest.
The host city’s culture is consistent throughout these big events at Hard Rock, including this summer’s World Cup matches. This year’s F1 race highlighted Miami neighborhoods, including Brickell and South Beach, with Sodexo Live sourcing restaurants from its roughly 75 restaurant partners in the city. It is a key part of their approach to food and beverage.
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Oakley said, “There is an expectation of whatever you did last year, you can’t repeat it. That’s a ground rule. Even if it worked this year, they’re not going to do it the same next year. It’s got to be done differently.” This approach ensures that each event is unique and exciting for attendees.
Sodexo Live creates separate teams for its big offseason events at Hard Rock Stadium, which this summer includes seven FIFA Men’s World Cup matches. The company’s approach to F&B is tailored to each event, with a focus on providing a unique experience for each guest. They are well-equipped to handle the demands of hosting a major international event, having hosted several high-profile events in the past, including the launch of new analyst tools and major sporting events.
As the FIFA Men’s World Cup approaches, Sodexo Live is preparing to provide a unique experience for attendees. With its dedicated teams and tailored approach to F&B, the company is confident in its ability to deliver a high level of service and hospitality.