Freemans reveals top trends

Freemans Event Partners has crunched the numbers to ascertain what the big food trends were at its events across 2025. The main finding was that Greek food has now overtaken burgers as a fan-favourite – in fact gyros outsold the highest‑selling burger by an impressive 150% at the Women’s Rugby World Cup Final held at the Allianz Stadium last September. This event marked the first time burgers have not featured in the top 20 products sold at a major event.

Further data reveals churros as another standout performer. At women’s games, they ranked in the top 10 items sold by both volume and value, a trend not seen at men’s fixtures. This reflects the demographic shift toward more family and child attendance at women’s events, where sweet treats are in higher demand.

'Evolving demographics'

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Graham Burley, chief financial officer for Freemans Event Partners, said: “This demonstrates the shift in food trends across big sporting events, driven by both fans demanding more from their experiences at major events and the rise in women’s sport at the top level. Our insight highlights the importance of offering choice and tailoring food and beverage offerings to evolving demographics at major sporting events, something we do at over at nearly 700 events, serving over 4m meals every year.”

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