Football fans will have the chance to swap their traditional match day pint and pie for a pop-up dining experience created by renowned two-Michelin-star chef Gareth Ward, who plans to bring a range of match day dining experiences, hospitality packages and corporate events throughout the season. The chef behind Ynyshir Restaurant and Rooms near Machynlleth, Powys, has partnered with Aberystwyth Town Football Club in Ceredigion.
Ward, who has featured as a guest judge on MasterChef: The Professionals, said he was
"excited"for the new venture. The chef-patron said football clubs should be at
"the heart of their communities".
The club's team is in the Novira Cymru South division, the second tier of Welsh football. Ward added:
"I see a real opportunity to bring people together through food and unforgettable matchday experiences and corporate events."
What will the first pop-up involve?
The first match day pop-up experience will take place at Park Avenue football stadium at the club's opening home fixture on 8 August.
Amelia Eiriksson, creative director and co-owner of Ynyshir, said the team was creating something that
"blends football, food and creativity in a way that's authentic to Aberystwyth". The collaboration is intended to give supporters different match day dining experiences, hospitality packages and corporate events throughout the season.
The club's commercial director, Gethin ap Dafydd, said the partnership offered something
"truly unique"and showcased Aberystwyth
"as a destination both on and off the pitch".
He added:
"Football clubs today need to be more than 90 minutes on a Saturday afternoon.
"We want Park Avenue to become a place where people come together to enjoy great football, incredible food and memorable experiences, and there is no better partner than Gareth and the Ynyshir team to help us achieve that vision."
How closely linked is Ynyshir to Aberystwyth?
Ynyshir Restaurant and Rooms is a world-renowned luxury culinary retreat in Eglwys Fach, Machynlleth in Powys, about 12 miles (19km) from the seaside town of Aberystwyth. It serves guests a 30-course menu which costs almost £500 a head.
The restaurant has also attracted attention beyond its food offering. In January, Ward said he was
"not embarrassed"after the restaurant was given a one-star food hygiene rating following an inspection in November 2025. At the time, he said Ynyshir was working
"at the highest standard in the world"and doing
"something different"with raw ingredients and techniques.
The full food hygiene inspection report, released after a BBC Wales Freedom of Information request, revealed the restaurant was ordered to stop serving raw lobster, with
"significant hazards"not properly identified.
Ynyshir said it had faced
"persistent challenges"with Ceredigion council's environmental health department,
"primarily relating to documentation and a lack of understanding of our specialised procedures".
Key Facts
- Gareth Ward has partnered with Aberystwyth Town Football Club in Ceredigion.
- The first match day pop-up will be at Park Avenue on 8 August, at the club's opening home fixture.
- Ward runs Ynyshir Restaurant and Rooms near Machynlleth, Powys, about 12 miles (19km) from Aberystwyth.
- Ynyshir serves a 30-course menu costing almost £500 a head.
- Aberystwyth Town play in the Novira Cymru South division, the second tier of Welsh football.
