Revenue / 02.28.19

Lower Super Bowl Pricing to Stay?

Access Staff

VenuesNow (02/26/19) Muret, Don

National Football League (NFL) officials suggest the league could potentially expand fan-friendly concessions pricing for Super Bowls after earning record transactions for the 2019 game. For that game, the NFL used AMB Sports & Entertainment's "Fan First Pricing" program, which slashes the price of hot dogs, soda, and popcorn to $2 and to $5 for small beers. AMB Sports posted 110,184 food and beverage transactions for the 2019 game, a single-event record for stadium point-of-sale supplier NCR. "We're certainly open to considering all options and this will be one of them," said Jon Barker, the NFL's vice president of event operations and production. Food and beverage prices typically climb for the Super Bowl compared with the regular season, as teams and vendors seek to maximize revenue. "While you do have lower pricing, you are driving additional revenue," Barker noted. "You increase volume across the board, and that's a success for everybody." Food consultant Chris Bigelow said the NFL could make the lower-priced concession permanent by requiring a value pricing menu in bid proposals for hosting the Super Bowl.

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Tags: Concessions , News , NFL