Global food and beverage specialist Aramark will oversee the food and drink offering at the new Everton FC stadium in one of the biggest commercial deals in the club’s history. Tony McDonough reports
Everton FC has signed a deal with US food and beverage specialist Aramark to oversee its food and drink offering at its new £750m stadium.
In what is being described as one of the biggest commercial deals in the club’s history, the global firm’s Aramark UK subsidiary will become a Founding Partner of Everton Stadium which is on schedule to be ready for the 2025/26 football season.
This long-term partnership, which marks the industry giant’s first step into English football, will see Aramark deliver “world-class” food, drink and experiences across Everton Stadium all year round, incorporating matchday and non-matchday events.
Aramark, a multi-billion dollar turnover business, already operates in some of the most high-profile NFL venues in the US such as Philadelphia Eagles Lincoln Financial Field, Denver’s Mile High Stadium, and the Cleveland Browns’ Stadium.
Also within Aramark’s portfolio are nine La Liga stadia, including Atletico Madrid’s Cívitas Metropolitano Stadium and eight Bundesliga stadia, including Olympiastadion in Berlin.
All offer innovative technology-enabled experiences tailored for fans and event attendees, coupled with diverse food and drink concepts.
Aramark UK has committed to helping turn Everton Stadium into “one of the most revolutionary and advanced venues for fan experience in Europe”.
Working in partnership, Everton and Aramark will deliver new innovative experiences for Evertonians at the stadium in Bramley-Moore Dock, using the most modern technologies to revolutionise fan experience.
Its technology will be aimed at minimising wait times and enhancing fan satisfaction with support on hand from dedicated staff.
Alongside modern-day kiosks, retail outlets will be established at key locations across the stadium to create destinations where supporters will be able to enjoy food and drink quickly and easily.
These frictionless stores will include self-service beer systems, immersive food and beverage offers and kitchen collection points – which specialise in producing food exclusively for online order pick-up.
Development of The Plaza – an accessible 300,000 sq ft space at the eastern entrance to the stadium footprint – will showcase a wide range of specially curated food and drink concepts.
In partnership with Everton in the Community (EitC), a new social enterprise will be introduced. This will see Aramark and Everton work in partnership to promote the career opportunities available at the stadium and support local food and drink suppliers.
Richard Kenyon, Everton’s chief commercial and communications officer said: “This is a landmark partnership for the Club and we are delighted to welcome Aramark as a Founding Partner.
“Their mission to set the standard for excellence and their alignment with our vision to create exceptional experiences for Evertonians really resonated with us. Aramark understands what goes into and what is required to deliver high profile and multi-purpose venues.”
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By becoming a Founding Partner at Everton Stadium, Aramark will also receive enhanced commercial opportunities and media rights at the club’s new home once it opens in the summer of 2025.
Helen Milligan-Smith, chief executive and president at Aramark UK added: “Our shared commitment to delivering remarkable experiences means we are developing something truly extraordinary for the launch of the new stadium.”