Sodexo has won an eight-year catering contract for Swansea's Liberty Stadium, home of Swansea City football club and the Ospreys rugby club.
The contract will see the foodservice giant provide catering throughout the stadium on event days, as well as taking control of non-match days in a bid to drive additional revenue.
Sodexo has said it plans to invest in digital screens and a stadium-wide EPoS system to support speed of service in the public areas, alongside improved audio-visual facilities in the lounges and new local food offers.
Chris Bray, chief executive of sports and leisure at Sodexo UK and Ireland, said: "This new partnership with Swansea City football club will see Sodexo bring its world-leading expertise in catering and venue and event management to south Wales. Working with Swansea City gives us a great opportunity to deliver a fantastic experience for spectators and host a wide range of conferences and events on non-matchdays.
"At our other stadiums we have strong relationships with the local community, and the Liberty Stadium will be no exception. We look forward to bringing fresh, innovative, responsibly sourced local produce to stadium visitors."
Chris Pearlman, Swansea City football club's chief operating officer, said: "We chose to partner with Sodexo for the next eight years because of their proven ability and reputation to deliver first-class food, service and hospitality. We will work in partnership with Sodexo to deliver an enhanced fan experience supported by smart technology."