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The Welsh Rugby Union have appointed a new food, drink and hospitality partner at the Principality Stadium and hope to slash queuing times at matches and concerts. Aramark UK have been selected as the WRU's new partner and will begin operations after the upcoming autumn internationals, meaning they will be in place for next year's Six Nations and the summer concert season. They will take the reins from long-term incumbents Compass. Together with the union, Aramark UK will be investing heavily in technology at the city centre venue and will be including the introduction of frictionless transactions, which should reduce the time spent buying food and drink by around 70 per cent. UK Aramark are also the official food and drink provider for Everton’s new state-of-the-art football ground, the Hill Dickinson Stadium. The company have implemented "Just Walk Out" technology and smart eBars on Merseyside, with the goal to minimise waiting times to get attendees back to their seats quicker and to keep people in the stadium for longer. At the Toffees' ground, frictionless operations have been established at touchpoints across the stadium, including self-service beer systems, immersive digital hospitality zones and virtual “dark kitchen” delivery and collection points. Chief commercial officer at the WRU, Leighton Davies, said: “This partnership is a commercial step change for WRU and will include smarter procurement and fan‑focused innovation that aligns with our ambition to drive significant revenue growth, which we can invest back into the game of rugby in Wales. “Aramark UK delivered an ambitious and compelling proposition, and we look forward to working together in the new year. “I’d also like to take this opportunity to thank Levy and their staff for their work and dedication over the many years we have worked together.” CEO and president of Aramark UK, Helen Milligan-Smith, said: “We’re delighted to be appointed as the new food, drink and hospitality partner for the Welsh Rugby Union. “At Aramark, we’re passionate about creating unforgettable moments that put fans and visitors at the heart of everything we do. We’re excited to bring our unique energy and global experience in sport and entertainment to Wales, taking Principality Stadium to new heights. “This partnership is built on shared values and a strong commitment to the Welsh community. Together, we look forward to shaping a vibrant future that celebrates the spirit, pride and heritage of Welsh rugby.” The WRU hope to increase revenues from hospitality and food and beverage at the stadium from between £25million to £30million over the next five years. It currently stands at £17.5million. The venue will be hosting three Six Nations matches next spring - against France, Scotland and Italy - while Take That and Metallica have confirmed concerts in the capital city next summer. Follow all of our channels to ensure you stay up to date with the latest Welsh rugby news. Sign up to our free daily newsletter here and our WhatsApp channel here for all the breaking news. You can also follow us on social media on our X account , Facebook , Instagram and TikTok. For more exclusive stories and in-depth analysis, you can sign up for the Inside Welsh Rugby substack newsletter here.
