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

LALIGA and Aramark, a leading global foodservice provider in the sports and entertainment sector, have signed a ground-breaking long-term partnership agreement to create a new brand to enhance the in-stadium dining experience for fans.

As the way people consume has evolved, and consumers are looking for new ways to experience sport, LALIGA and Aramark are launching a dynamic service platform for all LALIGA member clubs to join, with the aim of creating a unique F&B (food & beverage) experience through a cross-brand designed jointly by the two organisations.

As part of the individual agreement with each club, Aramark will invest in their facilities to help them achieve their own objectives and enhance their fans’ experience.

Aramark has extensive experience as a leading catering services company in the leisure sector in Spain, serving more than 1 million seats in football stadiums, specifically in 9 LALIGA stadiums, including the Cívitas Metropolitano, Benito Villamarín and Stage Front Stadium, among others. For each club interested in joining this new initiative, the company will adapt the proposal to their needs and create unique, exclusive and specific projects for each of them.

Tiering strategy

In order to achieve the best results, Aramark will work with each club on a tiering strategy, a tool that ensures that the stadium maximises all business and revenue opportunities, while providing the desired experience for the public. This involves tailoring the proposition on and off match days to different fans and customers. This can range from a snack at one of the kiosks or a beer in the fanzone, to an exclusive culinary experience with admission included in the VIP areas.

As such, this new value proposition will focus on precise market research, which means that a wide variety of dining experiences will be introduced in order to cater more effectively to various segments of the fan base. These will be deployed both in the bars and restaurants located inside and outside the stadium as well as in the various hospitality services offered in the VIP areas of each facility. 

Gastronomic & leisure experience

With this initiative, Aramark and LALIGA extend a working relationship already consolidated with projects such as TwentyNine’s restaurants in Madrid, which offer an immersive gastronomic and leisure experience.

Jaime Thiebaut, President, Aramark Spain, said:

This pioneering collaboration represents a crucial step forward in our unwavering commitment to enhancing the in-stadia fan experience. In a world that is constantly changing the ways in which we consume, we recognise the need to adapt and meet the evolving expectations of our consumers.

We believe that this new partnership with LALIGA will not only elevate the gastronomic quality in its sports venues, but also transform the overall sports experience, understanding that gastronomy will also play a relevant role in how we experience sport when we attend a stadium. We are excited about the positive impact this initiative will have on the entire fan community.

Óscar Mayo, Executive General Manager, LALIGA, said:

The agreement with Aramark means giving clubs the opportunity to continue improving their overall offer to fans, with a great long-term value proposition in the gastronomic field that will undoubtedly improve the consumer experience in the stadiums.

About Aramark 

Aramark España is a food services company, part of the Aramark Corporation group. With a presence in Spain since 1992, Aramark covers four main business areas: educational centres (universities and schools), social-health centres (hospitals and nursing homes), companies and leisure and entertainment centres.

The company currently has a workforce of 13,200 people in Spain, and distributes more than 370,000 menus daily to more than 1,600 centres where it manages the food service.

Aramark Corporation is a multinational based in Philadelphia (USA) that is present in 19 countries and has more than 248,000 employees worldwide. 

More information about Aramark Spain can be found online here:

About LALIGA  

LALIGA is the world’s largest football ecosystem. It is a private sports association, made up of the 20 football Clubs/SADs of LALIGA EA SPORTS and the 22 of LALIGA HYPERMOTION, responsible for the organisation of professional and national football competitions.

It has more than 200 million followers on social networks globally, on 16 platforms and in 20 different languages; and has the largest international network of all sports properties, with a presence in 41 countries through 11 offices, with headquarters in Madrid (Spain).

The association carries out its social action through the FOUNDATION and is the first professional football league in the world to have a competition for footballers with intellectual disabilities: LALIGA Genuine.

Sports Venue Business has been organising and delivering ALSD International – the leading event for the Premium Seat & Hospitality sector – on behalf of the Association of Luxury Suite Directors (ALSD) since its inception in 2018.

ALSD International 2023 featured 400+ attendees, who benefitted from a very special tour of The Etihad Stadium, complimented by a high-level conference, exhibition and networking events. This year’s edition also featured the inaugural Tech Symposium and a Fan Experience breakout delivered by IIFX.

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