F&B boost for LaLiga stadiums with Aramark tie-up


Aramark and LaLiga partner to enhance dining experience Image: Aramark

Spain’s LaLiga has teamed up with leading global catering provider Aramark to create a new brand aimed at improving the food and beverage (F&B) experience for fans in stadiums.

Aramark said that as consumption has evolved with consumers looking for new ways to experience sport, it has joined forces with LaLiga to launch a dynamic service platform that will be available to clubs in the top two divisions of Spanish football.

The new platform can be used by all LaLiga member clubs to create an exclusive F&B experience through a crossover brand jointly developed by the two organizations.

As part of any individual agreement with each club, Aramark will invest in the club’s facilities to help it achieve its own objectives and enhance the experience for fans, the F&B specialist said.

Aramark has extensive experience as a leading catering services company in the leisure sector in Spain, servicing more than 1 million seats in football grounds, specifically in nine LaLiga stadiums including the Cívitas Metropolitano, Benito Villamarín and Stage Front Stadium, among others.

Aramark said the new model can be adapted to create “unique, exclusive and specific” projects for each club interested in joining the new initiative.

To achieve the best results, Aramark will work with each club on a tiering strategy, a tool that ensures the stadium maximizes all business and revenue opportunities, while providing the desired experience for the public.

The aim is to adapt the proposal both on matchdays and non-matchdays to the different fans and customers. This can range from a snack at a kiosk or a beer in the fanzone, to an exclusive culinary experience which includes entry to the VIP areas.

The new proposition will be based on targeted market research, meaning a wide variety of dining experiences will be introduced in order to cater to various segments of the fan base more effectively.

This will be deployed both in the bars and eateries located inside and outside the stadium, as well as in the various hospitality services offered in the VIP areas at each facility.

Through the partnership, Aramark and LaLiga are extending a working relationship already well established in projects such as the TwentyNine’s restaurants in Madrid, which offer an immersive gastronomic and leisure experience.

Jaime Thiebaut, President of Aramark España, said, “This pioneering collaboration represents a crucial step forward in our firm commitment to improving the fan experience in stadiums. In a world where the ways in which we consume are constantly changing, recognising the need to adapt and meet the evolving expectations of our consumers is vital.

“We believe that this new partnership with LaLiga will not only raise the quality of food in its sports venues, but will also transform the overall sporting experience, as we understand that food can also play a significant role in how we experience sport when going to a stadium. We are excited about the positive impact this project will have on the entire fan community”.

Óscar Mayo, Chief Executive Officer of LaLiga, added, “The agreement with Aramark provides clubs with the opportunity to further enhance their overall offering to fans, with a long-term value proposition in the food and beverage space that will undoubtedly significantly improve the consumer experience in stadiums”.

With a presence in Spain since 1992, Aramark covers four large business areas: educational centers (universities and schools), social and health centers (hospitals and residences), companies and leisure and entertainment centers.

Currently, the company has a staff of 13,200 people in Spain and distributes more than 370,000 menus daily to more than 1,600 facilities where it manages the food service.

Aramark Corporation is a multinational company based in Philadelphia (USA) which operates in 19 countries and has more than 248,000 employees around the world.

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