LALIGA and Aramark team up to transform the gastronomic experience in stadiums

LALIGA and Aramark, a leading global catering provider in the sports and entertainment sector, have signed a pioneering long-term partnership agreement to create a new brand with the aim of enhancing the gastronomic experience for fans in stadiums.

As the way consumption has evolved with consumers looking for new ways to experience sport, LALIGA and Aramark are launching a dynamic service platform which can be used by all LALIGA member clubs 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 leading catering services company in the leisure sector in Spain, servicing more than 1 million seats in football grounds, specifically in nine LALIGA stadiums such as the Cívitas Metropolitano, Benito Villamarín and Stage Front Stadium, among others. For each club interested in joining this new initiative, the company will adapt their proposal to fit its needs and create unique, exclusive and specific projects for each.

In order to achieve the best results, Aramark will work with each club on a tiering strategy, a tool that ensures 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 different fans and customers. This can range from a snack at one of our kiosks or a beer in the fanzone, to an exclusive culinary experience which includes entry to the VIP areas.

As such, this 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 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.

Thanks to this 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.

“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,” explained Jaime Thiebaut, President of Aramark España. “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”.

For Óscar Mayo, Chief Executive Officer of LALIGA, “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”.