Cookie Preferences


How we are working to make the retail experience at Super Bowl LII memorable

There are few other sporting events that take as much planning as the Super Bowl. On Sunday, February 4, 2018, all eyes will be on Super Bowl LII. Before the first touchdown is scored, fans at this year’s game can become part of the action through truly unique retail experiences.

Aramark is the official retail merchandise concessionaire for National Football League events including the Super Bowl, Pro Bowl, NFL Draft and Combine. Yes, it’s exciting, but it’s also a significant responsibility.

Partnering closely with the NFL, we’re working to make the retail experience at and around Super Bowl LII memorable. Here’s how.

Putting Fans in the Game

When it comes to big events, we know that creating an exceptional experience is all about giving customers what they want.

Today’s fans want a VIP experience just like their favorite players, which means personalized merchandise from jerseys to hats to socks is a must.

The previous three Super Bowls took place in the warmer climates of Phoenix, San Francisco and Houston, but this year’s game is in Minneapolis. While fans will be comfortable watching the game under U.S. Bank Stadium’s dome, they’ll have to contend with winter weather outside.

We have used feedback from past Super Bowls to analyze trends, such as customization and premium gear, and combined that with what we know fans in Minneapolis will want—weather appropriate gear. The NFL Shop presented by Visa will offer Super Bowl LII and team-branded scarves, gloves, jackets and over 80 styles of hats, including knit winter hats.

It’s Not Just Retail, It’s a Revolution

Fans want to shop for their Super Bowl LII gear in a setting that’s like nothing they have seen before. We offer unique retail experiences at several events leading up to this year’s Super Bowl.

At Super Bowl LIVE, fans can take selfies with “ice jerseys,” walk through giant snow globes or go ice skating—and pick up their favorite Super Bowl LII gear at two different shops.

The Super Bowl Experience is a one-of-a-kind event that puts fans face-to-face with current and former NFL players at autograph signings and lets them shop the largest selection of Super Bowl LII merchandise in Minnesota at the NFL Shop at Super Bowl Experience.

Technology will make the retail experience the most customer-friendly experience possible. From the Super Bowl LII Fan Mobile Pass app, fans can order Super Bowl LII merchandise or team-specific gear and pick up their preordered NFL gear on location at the NFL Shop at Super Bowl Experience.

Creating innovative, data-driven business insights allows us to make sure each fan’s experience is truly game-changing.