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AMEX Stadium Brighton

Study finds 62% at least 'somewhat comfortable' in attending sports events

Sodexo has revealed that a recent study has found that 62% of consumers would feel at least 'somewhat comfortable' attending a sports event in a stadium as soon as they become available again.

The study, carried out by Harris Interactive and commissioned by Sodexo, also found that 59% of respondents would feel at least 'somewhat comfortable' visiting a cultural destination as soon as they open again.

The questionnaire revealed that sports events played a significant role in the lives of those surveyed. Three quarters of respondents said they use sports events as a way of socialising and 70% said attendance at sports events supported their mental health. Respondents said that social distancing, availability of hand sanitiser and staff handling food and drink wearing masks and gloves would make them feel safer at events.

CEO of sports and leisure for Sodexo UK & Ireland, Chris Bray, said that as the UK emerges from lockdown the contractor has been making plans with venue clients in order to be able to host meetings and events “safely, securely and with a great event experience for those attending.”

Bray noted: “The Harris research confirms that a majority of people are feeling that visiting a cultural venue or attending a match is still an essential part of their life, so it is key that we support our clients to allow their guests and fans back in to create memorable event experiences.

“Consumers are continuing to embrace new technologies and will expect to have frictionless experiences at venues. We see this digital transformation at the heart of enriching the guest experience at events whist providing us with an opportunity to gather consumer insight and use it to improve and adapt our offers moving forwards.”