New hospitality provider for Principality Stadium

THE Welsh Rugby Union has appointed a new food and drink and hospitality operator for the Principality Stadium, in a deal which promises to generate millions more in much needed new revenues.

- SION BARRY

Following a competitive tendering process, for which long-term incumbent Compass made the shortlist, the WRU has appointed New York Stock Exchange-listed hospitality and food services firm Aramark through its UK operator. The contract will take effect in time for the 2026 Six Nations.

The union has a 84% stake in the current joint venture with Compass which will end after the Autumn Series that starts on Sunday when Wales play Argentina.

Revenues from hospitality and food and beverage at the stadium currently stands at around £17.5m per annum. Speaking in September, the union's chief commercial officer Leighton Davies, who has been instrumental in driving a new improved contract, said the aim is to increase this to between £25m to £30m over the next five years.

If achieved, that would provide the new provider, in partnership with the union, the chance to invest heavily in technology, including the introduction of frictionless transactions which should reduce the time spent buying food and drink by around 70%.

Investment will also be made around the ground in a move to encourage more fans to spend more time in the stadium before and after rugby internationals and concerts.