Southampton FC introduce self-serve bar walls with Boxbar

Big news from the South Coast! Ahead of the 2025/26 season, Southampton FC announced OVG as their new food and beverage operator, and we’re proud to say Boxbar has joined the partnership.

As part of the club’s mission to shorten wait times and deliver a world-class fan experience, Boxbar has installed two brand new automated, self-serve beer wall systems at St Mary’s Stadium.

These custom-built self-serve beer tap walls bring the power of self-service technology straight to matchday, helping fans spend less time queuing and more time cheering on the Saints.

Here’s what’s now pouring at St Mary’s:

✅ 2 fully branded fixed beer wall installations

✅ 10 points of sale

✅ 20 high-speed taps

✅ Serving up to 2,400 pints per hour

That’s thousands of fans enjoying faster service and fresher pints, exactly how it should be.

Fast payments are provided by an integration with Global Payments' POS and payment gateway.

Why Boxbar is a game-changer for stadiums and sports

For busy stadium environments, every second counts. Fans want fast, reliable service without missing the action, and operators want technology that can handle huge crowds with ease.

Boxbar’s self-service stadium bar systems are purpose-built for high-volume events, giving clubs a smarter way to serve drinks while unlocking significant new revenue opportunities.

According to research by Oracle Food & Beverage, 58% of fans said they would spend more on food and drink if wait times were shorter. Fans also reported they’d spend an average of £7.50 more per game for faster service.

To put that into perspective:

• For a 30,000-seat stadium

• With 58% of fans spending £7.50 more

• That’s £130,500 extra per game

• Over a 19-game home season, that’s an additional £2.48 million in revenue, just from speeding up service.

Boxbar’s self-serve beer walls and beer tap wall systems make this possible, by…

✅ Serving more fans in less time

✅ Reducing queues

✅ Improving operational efficiencies

✅ Increasing overall spend per head

✅ Delivering a smoother, more enjoyable fan experience

For clubs, it’s a win-win: happier fans, faster service and a proven boost to revenue.

Want to learn more? Get in touch today.