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Marketing and Sponsorship

Shift4 Payments Makes Pro Sports Debut With Raiders, Stadium

Payment processing company Shift4 Payments’ deal to become the official credit card processing company of the Raiders and Allegiant Stadium marks the company's first foray into pro sports. In addition to processing all of Allegiant Stadium’s payment transactions, there will be a Shift4 Club and extensive branding of the company’s logo around the venue. There also will be television, print and radio advertising and other promotional events as part of their agreement. The deal with Allegiant Stadium came about as the company was interested in procuring a suite there, Shift4 CCO and Head of Sports & Entertainment Venues Michael Isaacman said. Reps from Allegiant Stadium gauged Shift4’s interest in expanding the company’s relationship with the venue, he added. Shift4, which listed on the NYSE in early June, claims to handle half of Las Vegas strip payment transactions. The partnership will allow Allegiant’s POS vendor VenueNext, Ticketmaster and Oracle’s platforms to seamlessly integrate with the company’s technology platform, Isaacman said. Venues generally have to get separate vendors to handle the payments from other platforms. However, with a single payment processor, Shift4 hopes its efficient operations at Allegiant will be a showcase and springboard for more business in the sports sector, Isaacman said. Isaacman declined to disclose the length and financial terms of the deal. Legends Global Partnerships represented the Raiders to secure the partnership with Shift4 Payments as a part of their duties as the stadium’s official premium ticketing and sponsorships agency.

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