Aramark-Principality hospitality heights deal

Image: Coliseum GSVA / Michael Rennschmied

Following a competitive process the Welsh Rugby Union (WRU) has named Aramark UK as its new food, drink and hospitality partner at the Principality Stadium in Wales, UK.

‘principalitystadium.wales’ stated that Aramark UK’s proposal brings great food, innovative technology and strong operational expertise to help elevate the fan experience at the stadium and clear sustainability targets for waste, energy and packaging.

The Welsh Rugby Union (WRU) is the governing body of rugby union in the country of Wales (UK) recognized by the sport’s international governing body, the World Rugby (the governing body for the sport of rugby union).

Aramark UK is the British subsidiary of the global company that provides food service, facilities management and uniform services to organizations across various sectors like business, education, healthcare, sports, and entertainment. It is a large employer with a focus on creating food experiences and managing services for businesses, educational institutions and other clients across the United Kingdom.

The Millennium Stadium, known since 2016 as the Principality Stadium for sponsorship reasons, is the national stadium of Wales (UK). Located in Cardiff, it has a retractable roof and is the home of the Wales national rugby union team.

‘principalitystadium.wales’ further stated that the significant multimillion-pound, long-term contract will commence in mid-December after the Quilter Nations Series and in time for the Guinness Six Nations 2026 and summer concert season.

The Quilter Nations Series competition involves the Guinness Men’s Six Nations sides (England, France, Ireland, Italy, Scotland, and Wales) taking on rugby powerhouses from the Rugby Championship (New Zealand, South Africa, Australia, and Argentina) and also nations such as Fiji, Japan, Portugal, and Georgia.

Emphasized Leighton Davies, Chief Commercial Officer, WRU, “This partnership is a commercial step change for the WRU and will include smarter procurement and fan-focused innovation that aligns with our ambition to drive significant revenue growth which we can invest back into the game of rugby in Wales. Aramark UK delivered an ambitious and compelling proposition and we look forward to working together in the New Year. I’d also like to take this opportunity to thank Levy and their staff for their work and dedication over the many years we have worked together.”

Exulted Helen Milligan-Smith, head honcho and President, Aramark UK, “We’re delighted to be appointed as the new food, drink and hospitality partner for the Welsh Rugby Union. At Aramark, we’re passionate about creating unforgettable moments that put fans and visitors at the heart of everything we do. We’re excited to bring our unique energy and global experience in sport and entertainment to Wales taking Principality Stadium to new heights. This partnership is built on shared values and a strong commitment to the Welsh community. Together, we look forward to shaping a vibrant future that celebrates the spirit, pride and heritage of Welsh rugby.”

Continue to follow Coliseum for latest updates on venues business news. Coliseum is dedicated towards building the best global community of sports and entertainment venue executives and professionals creating better and more profitable venues.

Become a member of the only Global Sports Venue Alliance and connect with stadiums, arenas and experts from around the world. Apply for membership at coliseum-online.com/alliance and make use of the 365Coliseum Business.

• Tags »
• Aramark
• Welsh Rugby Union

« Previous News: EURO 2028 extravaganza countdown begins
» Next News: Bid in for Faisal bin Fahad stadium