Hospitality services company Aramark has enhanced its connection to LaLiga and Spanish football by striking what is claimed will be a pioneering long-term partnership agreement.
The venture will lead to the creation of a new brand with the aim of enhancing the gastronomic experience for fans in stadiums. LaLiga and Aramark will launch a service platform which can be used by all member clubs across the top two divisions of the domestic game to create an exclusive F&B (food & beverage) experience through a crossover brand jointly developed by the two organisations.
As part of any individual agreement with each club, Aramark will invest in its facilities to help it achieve its own objectives and enhance the experience for its fans. Aramark has extensive experience as a catering services company in the leisure sector in Spain, servicing more than one million seats in football grounds, specifically in nine LaLiga stadia such as the Cívitas Metropolitano (Atlético de Madrid), Estadio Benito Villamarín (Real Betis) and Stage Front Stadium (RCD Espanyol).
For each club interested in joining the new initiative, the company will adapt its proposal to fit the individual team’s needs with the goal of creating “unique, exclusive and specific” projects for each. Aramark will work with each club on a tiering strategy, a tool that seeks to ensure the stadium maximises all business and revenue opportunities, while providing the desired experience for the public.
The aim is to adapt the proposal, both during and outside of matchdays, to the clientele for these events. 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.
As such, the two parties said the new value proposition will be based on targeted market research, which means 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 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.
The latest venture comes with Aramark and LaLiga having already worked together on the latter’s TwentyNine’s restaurant concept, specifically the sites in Madrid. LaLiga launched TwentyNine’s in September 2020 as a new hospitality chain designed to promote the league and its clubs around the world through a range of unique experiences.
TwentyNine’s takes its name from 1929, the year the top-tier LaLiga competition was founded. LaLiga and Aramark opened the first TwentyNine’s restaurant in the Spanish capital last spring. The Madrid establishment was the second TwentyNine’s restaurant to open. The first began operating in December at PortAventura World in Tarragona.
Commenting on the new pact, 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, CEO 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.”