Aramark updates branding for its sports and entertainment arm

Aramark’s sport and entertainment division is refreshing its branding as it prepares to roll out a slate of new items for Major League Baseball's (MLB) 2022 season.

The “refreshed look and feel” aligns with the segment’s approach to elevating the customer experience and making events more engaging, Aramark said in a news release.

In addition to its updated branding, the division is unveiling Mark Your Moment, a marketing campaign centered around the idea of making experiences count.

“Now more than ever, consumers are placing value on the ability to get out into the world and enjoy unparalleled experiences,” Alison Birdwell, CEO of Aramark Sports Entertainment, said in the release. “We are launching our Mark Your Moment campaign just in time for the highly anticipated MLB season as a call to action meant to inspire fans to cherish each moment and make every experience their own.”

During this MLB season, Aramark will spotlight unique culinary pairings through several new menu items, including the Fluffer Nutter Fries at Boston’s Fenway Park, which top sweet potato fries with crushed peanuts, peanut sauce, cilantro and a marshmallow sauce.

Sweet and savory get another nod in the BBQ Reese’s Sandwich debuting at Kauffman Stadium in Kansas City, which adds peanut butter cups and bacon bits to a pulled pork sandwich. And at Oakland Coliseum in California, the Flaming Hot Cheesesteak combines the ingredients and flavors of a classic Philly cheesesteak with CPG favorite Flaming Hot Cheetos.