#SBS24 next month in Manchester! Welcome Wembley Stadium, Oxford United, Juventus FC, Sodexo Live!, Croke Park, Sviby, Stadio Algarve, Keppie Design, Everbank Stadium, Kulture City, PAM, Duracell/Procell, Trusts Arena, Worldpay, Suncorp Stadium... Join them
Driving your revenues, sustainability and fan experience: #SBS24 – 15th annual TheStadiumBusiness Summit in Manchester on 17-18-19 June


Packers go cashless at Lambeau Field

The Green Bay Packers have become the latest NFL American football team to transition its stadium into a cashless venue.

The Packers and hospitality partner Delaware North announced that Lambeau Field has switched to entirely cashless payment systems throughout the stadium on gamedays and non-gamedays. This transition affects food and beverage stands, the Packers Pro Shop, the ticket office, 1919 Kitchen and Tap, the Packers Hall of Fame and Stadium Tours and other points of sale throughout the building.

All Packers-operated businesses at Titletown, the mixed-use development adjacent to Lambeau, are also now cashless. Private businesses at Titletown will not be affected by the change. The shift to cashless builds upon recent updates to Lambeau Field’s point-of-sale systems and renovations to the concourses and concession stands, all aimed at enhancing the fan experience.

Originally planned to take place over the next few seasons, the transition to cashless points of sale was expedited in order for the Packers to introduce it this year as the COVID-19 pandemic continues. However, it remains unclear as to when fans will be able to return to the stadium.

The Packers announced this week that due to the “concerning increase” of COVID-19 cases and hospitalisations in the Green Bay area and across the state of Wisconsin, an indefinite hold will be placed on hosting fans this season. 

“When fans come to Lambeau Field, we know most of them are focused on enjoying the experience and watching the game,” said Packers director of development and hospitality, Charlie Millerwise.

“By shifting to cashless, we can continue building on our recent renovations aimed at making transactions throughout the stadium faster and simpler to allow fans to spend their time having fun and cheering on the Packers. As we continue to face this pandemic, expediting this transition will also help our fans and employees stay safe and healthy.”

Fans, guests and visitors can use traditional credit/debit card payment methods, as well as a variety of contactless payment solutions such as Mastercard Nearby Mobile App, Apple Pay, Google Pay and tap-and-go credit cards. More mobile payment solutions will be introduced in future seasons.

Those who do not use credit or bank cards may use free cash-to-card conversion stations, which issue payment cards that can be used at Lambeau Field, as well as at other retailers, restaurants and businesses outside the stadium where Mastercard is accepted.

“We have been working closely with the Packers to modernise the Lambeau Field hospitality experience for convenience,” said Dustin Anderson, Delaware North Sportservice’s general manager at Lambeau Field. “As we continue to navigate the pandemic, we are also adjusting operations to reduce points of contact to provide reassurance to fans – and going cashless is certainly an important step in that process.”

Earlier this week, the San Francisco 49ers announced that Levi’s Stadium will transition towards a fully cashless model in a move to enhance the fan experience at the venue.

Image: Green Bay Packers