Food & Beverage

Phoenix Suns seeks fan experience boost as OVG Hospitality’s first NBA partner

Footprint Center in Phoenix, Arizona

Featured image credit: Troutfarm27/CC BY-SA 4.0/Edited for size

Footprint Center in Phoenix, Arizona

Featured image credit: Troutfarm27/CC BY-SA 4.0/Edited for size

Phoenix Suns is set to overhaul its hospitality offering at Footprint Center after becoming the first NBA team to partner with Oak View Group’s (OVG) food and beverage division.

Through the collaboration with OVG Hospitality, the Suns and WNBA team Phoenix Mercury are seeking a boost to the overall fan experience at sports fixtures, concerts and other live events at the 17,000-capacity arena.

Features include premier food and beverage in all clubs, suites and concessions throughout the lower and upper concourses, new technology to ensure faster lines at concessions to allow fans to spend less time in line and more time enjoying the entertainment, and a selection of new menu items that will roll out throughout the year.

The partnership is the first in the sports and entertainment industry to feature OVG Hospitality’s newly acquired luxury hospitality and catering company, Rhubarb Hospitality Collection (RHC).

“Our commitment is to continue to find innovative ways to invest in our community and put forth our championship mentality in everything we do, on and off the floor,” said Mat Ishbia, the owner of the Phoenix teams.

“From the moment fans walk through our doors, we want every part of their game-day experience to be world-class and something they can only have in Phoenix – the best basketball city in the world.”

OVG – which acquired RHC in June 2023 – said its luxury offering will create and provide a unique culinary journey for all club and suite guests, ranging from specialised beverages to customised food offerings and fine wines. As part of its offerings, OVG Hospitality will use locally sourced ingredients to create customised menus specific to each event, making the food and beverage experience unique to the region.

“With high-tech market expertise to diverse local suppliers, OVG Hospitality has all the resources to elevate the experience for all fans, whether at the concourse concession stands or in the luxury suites,” said Ken Gaber, president of OVG Hospitality. “We are excited to partner with the Suns and Mercury and add a delicious and savory menu to their roster.”

Ishbia completed the acquisition of the controlling ownership interest in the Suns, Mercury and Footprint Center in February 2023 for a reported $4bn, which is an NBA record. Ishbia is the chairman, president and chief executive of leading mortgage lender United Wholesale Mortgage (UWM).