Wild venison reaches major sports venues

Major UK venues embrace wild venison

Great British Game Week delivered a major boost for the venison market following catering giant Levy’s announcement that it would replace 54 tonnes of beef burgers with wild venison across more than 20 venues in the UK and Ireland.

Levy made the announcement on 31 October, just ahead of the week-long celebration of British game, which ran from 3 to 9 November and saw producers, restaurants and retailers across the UK highlight wild, sustainable produce through special menus, events and promotions.

The rollout includes British wild venison burgers being served at Premier League clubs Brentford FC and Wolverhampton Wanderers FC, plus Allianz Stadium at Twickenham, The Kia Oval, National Theatre, The O2 and The NEC.

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“Most sustainable red meat by miles”

Jon Davies, CEO of Levy UK and Ireland, said: “Levy is committed to driving sustainability at scale and wild venison is the most sustainable and healthy red meat by miles. Getting more of this underrated yet delicious meat into the food chain is a necessary but also fantastic move for people and planet.”

According to Eat Wild, venison has up to 85 per cent lower carbon impact than beef, with the swap having the potential to save 1,182 tonnes of CO₂e annually. The organisation also reports that deer stalkers are beginning to see better prices from game dealers for carcasses after years of limited returns, with improved values providing “fairer recognition for their work” and helping to support “the long-term sustainability of deer management”.

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Industry reaction: “A fantastic opportunity”

Tim Weston from the National Gamekeepers’ Organisation said having venison for sale at football and sports stadiums will “encourage people who would not normally consider venison as an everyday staple to add it to their shopping basket”. He called on outlets to branch out into small game, too: “Just imagine a pheasant burger replacing chicken and partridge nuggets available in all major sports stadiums.”

Close to 5,500 wild venison burgers were sold at Allianz Stadium, Twickenham, in one month, including at the Women’s Rugby World Cup Final. Louisa Clutterbuck, CEO of Eat Wild, said: “Levy’s potential to drive sustainable change is huge and we are absolutely delighted to see them championing wild venison.”

Elsewhere during Game Week, BASC highlighted recent successes in the game market, including North Wales-based Coleg Cambria’s launch of its first game masterclass in 2025 and Staffordshire butcher Perrys of Eccleshall’s awards at the Guild of Fine Food Great Taste Awards 2025, where its pheasant sausages won a 1-Star Award and its venison pastrami earned a 2-Star Award.