Payment services provider Visa has today (Tuesday) signed an extension to its wide-ranging partnership with the NFL American football league.

Visa has been a partner of the NFL since 1995 and it has now agreed a new deal to serve as the league’s official payment services technology partner until the 2025 season.

The deal will provide new benefits for Visa cardholders at NFL events. The agreement also includes plans to collaborate on the first cashless Super Bowl in the future.

The deal has been signed ahead of this weekend’s Super Bowl at Atlanta’s Mercedes-Benz Stadium, where Visa will bring contactless and cashless payment experiences to fans.

Lynne Biggar, Visa’s chief marketing and communications officer, said: “Over the years, we have evolved our relationship with the NFL from a sponsorship to a partnership that provides invaluable payment experiences for fans. Looking ahead, we see a cashless future for NFL fans where events, including future Super Bowls, are digital creating a more secure and seamless payment environment for fans and concessionaires alike.”

The renewed partnership will see Visa serve as the preferred payment provider across NFL events domestically, including the Super Bowl, Pro Bowl, NFL Draft and international games.

The company also becomes the preferred payment method for ticket sales, concessions and merchandise at NFL Shops across all major global league events. The partnership will bring added benefits specifically for Visa cardholders.

Renie Anderson, senior vice-president of partnerships, sponsorship and consumer products for the NFL, said: “Visa has been a trusted partner of the NFL since 1995 and we are excited to continue our work with them, especially in the area of implementing cashless capabilities at NFL events which will provide our fans faster, safer and more convenient digital payment options.”

Visa has said that it will continue to work with the NFL to deliver a cashless experience for future Super Bowls. To kick off the efforts, this weekend’s Super Bowl will offer more than 30 cashless concessionaires throughout Mercedes-Benz Stadium.

Leading up to, and during, Sunday’s game, Visa will increase its presence at multiple NFL Shops, including at the stadium, NFL Shop kiosks and two NFL Shops at the Super Bowl Experience in the Georgia World Congress Center.

An MVP checkout lane will be introduced at NFL Shops, ensuring fans will be able to pay with contactless-enabled devices to get in and out quickly. Other on-site activities planned for this weekend include an interactive augmented reality demo experience that will allow fans to simulate checkout by successfully kicking their items through virtual goalposts.

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