Deliveroo becomes the official food delivery partner of Leeds United


Deliveroo were highlighted by the LUFC exec board as another of the companies, alongside the likes of Uber to approach within the technology space with a view to discuss a commercial partnership with the club

The Process

After contacting the Commercial Director of Deliveroo, he was invited to a game and given a tour of the hospitality suites, food outlets and the kitchen facilities. Over a period of 3 months, both parties discussed how Deliveroo could enhance the matchday catering experience and also how LUFC could help Deliveroo obtain scale on a national level within their marketing strategy. Furthermore, a programme was developed to also increase Deliveroo restaurant partnerships within the greater Leeds area.

Deliveroo management visited the stadium to work with the in-house catering team on developing a matchday solution that would provide customers with the opportunity to select and pay for their matchday meals from some of heir favourite restaurants within 30 mins.

The Result

The partnership was launched prior to the start of the 2018-19 season. Deliveroo became the Official Delivery Partner of LUFC, This partnership also represented the first time Deliveroo had worked with any sports club in Europe to deliver food on match days within a corporate lounge. Customers were able to simply order a variety of meals from local restaurants via the Deliveroo app. The food was delivered by Deliveroo riders who were allocated a designated route and drop off point by the club on match days. Deliveroo also received branding on the LED system, media backdrop and a host of physical and online rights to promote to the fanbase across LUTV, the LUFC app and social media platforms.

Following a year 1 review, the partnership was upweighted to include the Deliveroo logo being on the sleeve of the LUFC Training Kit and additional digital assets.