The National Football League (NFL) and Aramark (NYSE: ARMK) announced a multi-year agreement today that will enable Aramark to serve as the official retail merchandise concessionaire for all special league events in the United States, including the Super Bowl, Pro Bowl, Scouting Combine, NFL Draft, and Kickoff.
The NFL and Aramark will work closely together to provide fans with a unique way to remember and memorialize live events through on-site and in-stadium stores, pop-up locations, and auxiliary and hotel outlets. Aramark will also collaborate with the NFL’s licensed merchandise partners to market and carry a vast assortment of distinctive, officially licensed apparel, souvenirs, and keepsakes.
“We are pleased to partner with Aramark to manage merchandising operations for our signature events,” said JOSH FEINSTEIN, NFL Vice President of Consumer Products. “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.”
“We are honored to have the opportunity to work with the NFL to celebrate their most exciting events,” said CARL MITTLEMAN, President of Aramark’s Sports and Entertainment division. “As a longtime partner to many NFL teams, we understand the importance of and are committed to delivering dynamic and engaging retail programs.”
Today’s announcement formalizes an existing relationship between the NFL and Aramark. Most recently, Aramark managed the NFL’s official retail operations for Super Bowl LI, the 2017 Scouting Combine, and the 2017 NFL Draft. In addition, Aramark has a long history and extensive involvement in high-profile occasions across industries, as well as pre-existing partnerships with a number of NFL teams.
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