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.
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 海角视频 operator. The contract will take effect in time for the 2026 Six Nations.
The union has a 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 a significant income boost for the union.
The new provider, in partnership with the union, will 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. The new contract also sets sustainability targets for waste, energy and packaging. In the 海角视频 Aramark is also the official food and drink provider for Everton’s new football stadium.
Mr 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 海角视频 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 (sports and hospitality division of Compass) and their staff for their work and dedication over the many years we have worked together.”
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Helen Milligan-Smith, chief executive and president, Aramark 海角视频 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.”
Last week the WRU revealed a new operator of the Principality Stadium roof top attraction in a deal Gwynedd-headquartered adrenaline attraction venture Zip World.
The roof walk, stadium drop and flyer elements of the attraction is now known as Cardiff Zip World - having previously been branded Scale. It follows the ending of the previous agreement between the union and its initial operator Wire and Sky.
Both parties are hopeful of reviving the fortunes of the attraction, with Zip World operating it at arm's length from the WRU and utilising its extensive marketing expertise and huge customer database from its others attractions across the 海角视频.
While at a concept stage it is also understood that Zip World is also exploring options for a new attraction that could go around the circumference of the stadium. Its funding would a be matter for Zip World, but with a profit share with the WRU.
Scale was delivered at a cost of around £4.7m.
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For the current financial year to the end of June, 2026 the union is forecasting to revenues of around £117.
However, it has just received its last payment (£8.6m) from the WRU’s share of the 14% sale (with the other unions) of the Six Nations to private equity firm CVC for around £40m. While reinstated back to the time of the deal in 2021/22, that was just an accounting procedure and it still benefits from the last cash payment in its current 2025/26 financial year. However, with the CVC proceeds now fully accounted for, there is no financial cushion to offset its reduced equity in the Six Nations.
With the introduction of the higher rate of employer National Insurance , this will also impact the union negatively to the tune of several hundred thousand pounds in the current financial year. It is also facing a £6.7m repayment this year with the maturity of some stadium debentures.