Cash-free payments score touchdown at Super Bowl LV

By Jeff Domansky, Nov19, 2020

There will be full contact on the field, but for football fans at Super Bowl LV in February 2021, buying refreshments and souvenirs will be 100% cash-free for the first time, thanks to a partnership between Visa and the NFL.

The COVID-19 pandemic has already influenced changes in how consumers pay for products online and in-store and the Super Bowl will be safer and more secure at the Raymond James Stadium in Tampa on February 7, 2021 with the new digital payments program.

Super Bowl LV will offer 100% digital payment acceptance for fans throughout the stadium on game day, including parking, concessions, retail, mobile ordering, and more. Beyond game day, “Super Bowl Experience presented by Lowe’s” will also be 100% cash-free for the first time. For fans who require other payment options, ATMs that exchange cash and dispense Visa-branded prepaid cards up to $500 will be available, with no load fees. Visa pre-paid cards dispensed in-stadium will also work outside the venue, to create a more inclusive environment for all fans to participate in the emerging digital economy.

Visa helps NFL go contactless

Visa has helped six US stadiums upgrade their point of sale infrastructure to accept contactless payments in recent years. More than 20 stadiums nationwide are moving to a cash-free model or plan to do so in the near term, including Visa partners the San Francisco 49ers and Baltimore Ravens. With over 75% of consumers surveyed by Visa saying they have changed how they pay to reduce contact since the pandemic, minimizing touchpoints in-stadium will make fans feel safer and provide a better purchase experience.

Visa-NFL contactless payments partnership

“Visa is one of our key partners in helping us imagine how our fans will experience the NFL in years to come,” said Renie Anderson, Executive Vice President of Partnerships & Chief Revenue Officer for the NFL. “We’re excited to announce that for our biggest event, the future is here and we thank Visa for the innovative approach to enable a more secure way to pay at Super Bowl LV. This move will not only make the game more enjoyable and efficient for our fans but most importantly, safer for all involved.”

Visa has worked with venues worldwide to help plan safer digital payments as part of event and venue reopening strategies.

“Long before the pandemic sparked demand for safe, touchless experiences, Visa has been at the forefront of in-stadium digital payment innovation. Teaming up with the NFL to now make payments completely digital at the Super Bowl not only achieves a primary goal of our partnership but is transformative for the future of sporting events,” said Mary Ann Reilly, Senior Vice President, Head of North America Marketing, Visa. “Visa will continue to lead the point of sale digital transformation at stadiums nationwide because converting to touchless, digital payments is no longer a luxury, but a necessity for fans and concessionaires alike.”

Working with third-party partners, Visa developed its new “Touchless Payments: A Key to the Return of Live Events” guide to help live entertainment venue operators accommodate growing expectations for touchless commerce and provide guidance on how venues can adopt payment innovations and implement new processes. Visa identified four primary benefits to encourage venues to go digital:

Safe and Secure: Having touchless payments builds confidence with fans, limits the need to exchange physical cash or coins
Drives Revenue: Fans at a stadium or arena spend 25% more per transaction at venues when they don’t have to deal with cash
Increased Efficiency: Operational efficiencies and savings from limiting cash-related fraud can equate to an estimated $150,000-$350,000 for stadiums that made digital payments widely available
Data and Loyalty: Can link and manage digital purchases to a loyalty platform to reward fans.

“While working on re-opening plans, one area Visa urges venue operators to no longer discount is their digital commerce infrastructure. Improving efficiencies, maximizing return, and ultimately providing a more touchless environment for fans are just a few benefits of digital payments Visa has uncovered, and best of all, digital payment execution does not have to be a daunting task,” continued Reilly. “Our new step by step guide is designed to provide even the digital novice the right tools to start their digital journey and prepare their venues to be ready to welcome fans back. “

During the early stages of the NFL season, many teams hand no fans in the stands, while others, including the Jacksonville Jaguars and Miami Dolphins, allowed up to 20% attendance. At this stage, the NFL hopes to have a full stadium in Tampa, but no final announcement has yet been made because of the pandemic.

Full house, socially-distanced, or virtual fans only, digital and touch-free payments are here to stay for the Super Bowl. As well, for many NFL, other professional sports teams, and live events in the future, digital payments will be a fact of life even after a return to a new normal.