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MAJOR LEAGUE BASEBALL

Venue

Trafalgar Square, London

Client

MLB London Series ’24, with Imagination Group

Guests

36,000+

Traders

6 KERB traders

Bars

2 mega bar structures

MLB London Series ’24, with Imagination Group

Trafalgar Square is one of London’s most recognisable public spaces — a truly iconic British location, built for major moments, huge crowds and citywide energy.

For MLB London Series ’24, the square became the home of a full fan zone activation, bringing the scale and spectacle of Major League Baseball into the heart of the capital. With the Philadelphia Phillies going head-to-head with the New York Mets in London, KERB Events was brought in to help create a food and drink experience worthy of the occasion


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The Brief

KERB Events was approached by the inimitable team at Imagination Group to develop the food and drink offer for this huge celebration of American sport.

The brief was big, bold and full of flavour: create an F&B experience that could match the energy of Major League Baseball, deliver at serious public-event scale, and help turn Trafalgar Square into a festival of Americana.

We created a food offer that paid homage to the hero dishes of each team’s home city, giving fans an experience that felt immersive, relevant and unmistakably American.

Across the site, 6 KERB traders served a crowd-pleasing line-up designed for highvolume fan zone service, while the bars and roaming hawkers helped keep guests moving, refreshed and fully in the atmosphere.

Big numbers, smooth event operations

With 36,000 guests moving through Trafalgar Square, this was a major public activation requiring a team that can deliver for scale.

KERB Events managed the food and drink delivery across a busy central London site, supporting trader logistics, bar operations, service flow, stock planning, staffing, guest movement and live event management.

Operating in such a high-profile public location meant every detail mattered — from load-in and build considerations to queue management, speed of service, health and safety, communication and coordination with the wider production team.

The result was a high-energy fan zone that kept thousands of baseball fans fed, watered and immersed in the spirit of the London Series.

KERB’s bars keeping the fan zone moving

A crowd of this size needs serious bar infrastructure.

KERB Events delivered 2 mega bar structures across the fan zone, designed to handle high-volume service in a fast-moving public environment. The bars were supported by roaming hawkers, helping take drinks into the crowd, reduce pressure on fixed service points and keep the atmosphere moving across the square.

From pre-game excitement to full fan-zone energy, the bar operation played a central role in shaping the guest experience — fast, visible and high-volume.

Americana in the heart of London

MLB London Series ’24 was one of the most exciting and iconic activations KERB Events has been involved with.

A titan of American sport in a landmark British setting with a hugely engaged crowd. By pairing city-inspired American dishes with major-event bar operations we helped create a fan experience that rounded out the immersion in all things baseball.

“It was so great to have you and the whole KERB team on board for this event. The collaboration with your onsite team, planning up to the event and overall positivity was a great pleasure and we hope to continue working with you.”

Imagination Group

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