NFL and Aramark agree multi-year retail partnership

Company to run retail operations for league's marquee events on US soil.

NFL and Aramark agree multi-year retail partnership

The National Football League (NFL) and Aramark have signed a new multi-year agreement that designates the latter as the official retail merchandise concessionaire for all special league events in the United States.

Under the agreement, Philadelphia-based Aramark will operate on-site and in-stadium stores, pop-up locations, and auxiliary and hotel outlets around marquee NFL events, including the Super Bowl, Pro Bowl, Scouting Combine, NFL Draft, and Kickoff.

The company will also collaborate with the NFL’s merchandise partners to sell an array of officially licensed products, including apparel, souvenirs and other memorabilia. Terms of the deal were not disclosed.

“We are pleased to partner with Aramark to manage merchandising operations for our signature events,” said Josh Feinstein, the NFL’s vice president of consumer products, in a statement.

“By working with Aramark, not only are we able to streamline operations, but also drive real innovation that will elevate the on-site experience for our fans.”

The new agreement builds on Aramark’s existing relationship with the NFL, for whom it previously ran retail operations at this year’s Super Bowl in Houston, as well as the most recent Scouting Combine and NFL Draft.

Aramark also has prior relationships with as many as 16 of the NFL’s 32 franchises.

“We are honoured to have the opportunity to work with the NFL to celebrate their most exciting events,” said Carl Mittleman, the president of Aramark’s sports and entertainment division.

“As a long-time partner to many NFL teams, we understand the importance of and are committed to delivering dynamic and engaging retail programmes.”