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Renowned chef Gareth Ward, who operates the acclaimed Ynyshir Restaurant and Rooms near Machynlleth, Powys, is teaming up with Aberystwyth Town Football Club in Ceredigion to introduce a unique culinary experience on match days. Known for his two-Michelin-star establishment offering a tasting menu priced at nearly £500 per person, Ward aims to bring a fresh, gourmet element to the football club’s events this season. This partnership promises fans a variety of dining options alongside hospitality and corporate event packages throughout the league campaign.
Ward, who has gained wider recognition through his role as a guest judge on MasterChef: The Professionals, expressed enthusiasm about the collaboration. He emphasized the importance of football clubs serving as community hubs, stating, “I see a real opportunity to bring people together through food and unforgettable matchday experiences and corporate events.” Aberystwyth Town currently competes in the Novira Cymru South, which is the second tier of Welsh football, making it a fitting stage for such an innovative project.
The inaugural pop-up dining event is scheduled to take place at the club’s home ground, Park Avenue stadium, during the opening fixture on August 8. Amelia Eiriksson, creative director and co-owner of Ynyshir, described their efforts as blending “football, food and creativity in a way that’s authentic to Aberystwyth.” Meanwhile, the club’s commercial director, Gethin ap Dafydd, highlighted the uniqueness of the partnership, noting it positions Aberystwyth as a destination offering more than just sport. He remarked, “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.”
Ynyshir Restaurant and Rooms, located around 12 miles from Aberystwyth in Eglwys Fach, is regarded internationally as a luxury culinary retreat. Earlier in the year, Ward defended the restaurant after it received a one-star food hygiene rating during an inspection in November 2025. He maintained that Ynyshir operates “at the highest standard in the world” using innovative techniques and raw ingredients, despite the rating. The subsequent inspection report, obtained via a Freedom of Information request, revealed the establishment was instructed to cease serving raw lobster due to “significant hazards” not being properly managed. The restaurant acknowledged ongoing difficulties with Ceredigion council’s environmental health department, attributing these mainly to issues with documentation and a misunderstanding of the specialized culinary processes they employ
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