Emerging Tech, Data & Media , Future Stadiums & Venues

NFL’s renewed Visa deal promises future cashless Super Bowl

Payments firm to offer priority shop queues for contactless customers.

by Tom Bassam

NFL’s renewed Visa deal promises future cashless Super Bowl

The National Football League (NFL) has extended and expanded its partnership with global payment giant Visa through 2025 in a deal that will see the implementation of the first cashless Super Bowl.

A partner of the NFL since 1995, Visa will continue to serve as the league’s official payment services technology partner in a deal that includes new benefits for cardholders at NFL events.

The renewed partnership also includes preferred payment provider status across NFL events; preferred payment method for ticket sales, concessions and merchandise at NFL Shops at all major global league events; as well as plans to respond to the growing demand for cashless payments by collaborating on projects for future NFL events, including the Super Bowl.

“Over the years, we have evolved our relationship with the NFL from a sponsorship to a partnership that provides invaluable payment experiences for fans,” said Lynne Biggar, Visa’s chief marketing and communications officer. “Looking ahead, we see a cashless future for NFL fans where events, including future Super Bowls, are digital creating a more secure and seamless payment environment for fans and concessionaires alike.”

Renie Anderson, NFL senior vice president of partnerships, sponsorship and consumer products, added: “Visa has been a trusted partner of the NFL since 1995 and we are excited to continue our work with them, especially in the area of implementing cashless capabilities at NFL events which will provide our fans faster, safer and more convenient digital payment options.”

For the upcoming Super Bowl LIII in Atlanta, Visa will increase its presence at multiple NFL shops leading up to and during the game, including at the stadium, as well as NFL Shop kiosks and two NFL Shops at the Super Bowl Experience in the Georgia World Congress Center. Visa is also providing priority payment lines for customers with contactless enabled devices.

Further Super Bowl activations will see the payments company host other activities on-site including an interactive augmented reality (AR) demo experience that will give fans the ability to simulate checkout by successfully kicking their items through virtual goalposts.