Freemans Event Partners, a leading provider of integrated event solutions across the UK and Europe, today announces the appointment of Tara Warren as its new Chief Executive Officer. Freemans Event Partners is setting the standard for live event excellence; an integrated, multi-capability partner behind every touchpoint of the fan experience at the world’s most iconic sporting and cultural events.
The appointment marks a significant milestone in the company’s evolution, following its 50th anniversary last year, signaling a new era for Freemans Event Partners, in which it seeks to double turnver in five years. The move highlights the ambition, innovation, and continued commitment of the business to delivering exceptional experiences across live events.
Tara joins Freemans Event Partners following an exceptional career, most recently at West Ham United, where she served as an Executive Director. In her 16 years with the club, she played a central role in shaping one of the UK’s most recognisable and fastest-growing sports brands.
During her tenure, she contributed to substantial revenue growth, expanded international reach, and played a key role in the transition to the London Stadium.
Beyond her role at West Ham United, Tara has been closely involved in shaping the wider sports landscape, contributing to Premier League and Women’s Super League leadership groups. She currently serves as a Non-Executive Director at the British Horseracing Authority and sits on the newly formed Independent Football Regulator.
There is a huge opportunity to build on its strong 50 year legacy as the trusted partner of some of the world's most iconic venues and events including Silverstone, Lord’s, Wembley Stadium, the Olympics and Ryder Cup and to continue to deepen and grow the relationships with our global partners from World Rugby to Coca-Cola among many other prestigious brands.
The solid foundations for Freemans Event Partners continued rapid growth are a remarkable testament to the strength of the brand, our people, and partnerships.”
Now, our focus is firmly on what’s next. We’re in a golden era for live events, where audiences expect more than ever, and that creates a real opportunity for us to step forward and deliver. We have a clear ambition to double the size of the business within five years, and Tara is exactly the leader we need to help us do that. Her experience, vision and understanding of fans and partners will be key as we continue to grow, evolve and make the most of the opportunities ahead.”
Freemans Event Partners has built a strong reputation for delivering exceptional food and beverage, retail, and technology-led solutions across major events and venues. The appointment of Tara Warren reflects the company’s commitment to strengthening its leadership capability as it continues to evolve its proposition and scale its impact.
ENDS
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About Freemans Event Partners
Freemans Event Partners is the multi-service partner of choice, trusted by some of the world’s most iconic venues and events including Silverstone Circuit, Lord’s Cricket Ground, Wembley Stadium, DP World Tour, London Stadium, Scottish Gas Murrayfield and the Badminton Horse Trials. Our event portfolio spans concerts, global sporting tournaments and landmark international events such as the Olympics, Commonwealth Games and Ryder Cup, through to seasonal light trails and cultural events.
Freemans Event Partners is more than a caterer, we integrate exceptional food and drink operations, foodservice, seamless payments, frictionless service and brand activations, growing revenue and delivering premium experiences that keep fans engaged, spending and coming back.
Our passion for events, relentless drive for innovation, and exceptional food and beverage solutions transform the fan experience, unlocking greater revenue for our partners, working with global rightsholders and brands such as F1, the Olympics, Visa, Coca-Cola, Mondelez, and PepsiCo.
Established in 1975, the family-owned company now provides bespoke offerings to large events, venues and experiences, anywhere in the UK and Europe, and serves 10 million meals across more than 1,300 event days each year.
