SBJ/June 23-29, 2014/Marketing and Sponsorship

Aramark lands merch rights for 2 Super Bowls

Aramark has won merchandise sales rights for Super Bowl XLIX, which will be held in 2015 at University of Phoenix Stadium in Glendale, Ariz., and for Super Bowl LI in 2017 at NRG Stadium in Houston, said sources familiar with the deal. It will be a first for Aramark, which has the food/beverage and merchandise rights in Houston.

Earlier this year, the NFL sent potential business partners an RFP, seeking bidders for retail merchandising rights for the two Super Bowls. The league asked respondents to bid on NFL-branded stadium retail, a store at the NFL Experience, and at area hotels. Super Bowl 50 at Levi’s Stadium in Santa Clara, Calif., was not included.

After more than two decades with Facility Merchandising Inc. servicing venues, stadium merchandise rights for the Super Bowl have gone to different venues in recent years. Delaware North had venue merchandise rights at this year’s game, while MainGate serviced hotel sales.

Total retail sales for this year’s game in the New York market hit a record of more than $200 million.

— Terry Lefton

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