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Delaware North and Mastercard collaborate to launch checkout-free store at TIAA Bank Field in Jacksonville

MRKT store powered by Mastercard’s Shop Anywhere insights and analytics platform offers frictionless commerce experience for fans and eventgoers

JACKSONVILLE, Fla.; PURCHASE, N.Y.; and BUFFALO, N.Y. (Sept. 24, 2021) – Delaware North, a global leader in hospitality and entertainment, announced it has partnered with Mastercard to bring its Shop Anywhere insights and analytics platform to a checkout-free convenience store at TIAA Bank Field, home of the NFL’s Jacksonville Jaguars.

The new store – named MRKT – debuted Sept. 19 and is the world’s first commerce experience within a mastercard-delaware-north-retail-innovation-space-2sports venue to feature Mastercard’s Shop Anywhere platform, which allows fans to shop and pay without waiting in line or stopping to check out. MRKT is located near Section 244 and is stocked with an assortment of prepackaged, grab-and-go food and drink items.  

“When Mastercard approached us early in the development process of Shop Anywhere, we saw something special and quickly determined we wanted to be part of it,” said Jeff Wilkinson, chief information officer at Delaware North. “We’re excited to work with both Mastercard and the Jaguars to bring this innovative new concept to TIAA Bank Field.”  

Shop Anywhere, which is supported by artificial intelligence (AI) and computer vision technology partner Accel Robotics, is an insights and analytics platform that enables retailers to create simple, personalized shopping experiences in stores based on consumers’ needs and without compromising privacy. 

The Shop Anywhere platform improves the speed of the shopper journey by eliminating existing points of friction. Through Mastercard’s innovative technology, including robust inventory management, secure payments, loyalty solutions, and authentication and program analytics, consumers can get back to their seats with no wait and no checkout lines. 

“Speed and convenience are the keys to the future of commerce,” said Sherri Haymond, executive vice president, Digital Partnerships at Mastercard. “The shopping experience needs to evolve to meet the consumer wherever they are, and across whichever touchpoint they’re interacting through. We are pleased to bring our Shop Anywhere technology, which delivers scale, security and infrastructure, to TIAA Bank Field and work with Delaware North to deliver a seamless shopping experience.” 

Before entering MRKT, shoppers are prompted to complete a one-time registration via QR code that includes linking a form of mobile payment. They then receive a QR digital key that is scanned at the entrance. After entering the store, the shopper can select products and exit without a formal checkout process – as their card has been automatically charged.

“Even before the pandemic, our guests valued speed of service,” said Jamie Obletz, president of Delaware North Sportservice. “This new capability creates a no-line experience. They walk into a Shop Anywhere space, select the items, and then simply walk out when done. And they can review their purchases and charges on their mobile device.” 

In addition to TIAA Bank Field, Delaware North is exploring other locations within its portfolio to deploy a Shop Anywhere experience. 

About Delaware North
Delaware North is a global hospitality and entertainment company founded in 1915 and owned by the Jacobs family for more than 100 years. Delaware North operates at high-profile places such as sports and entertainment venues, national and state parks, cultural landmarks, destination resorts and restaurants, airports, and regional casinos. Our associates are dedicated to delighting guests by creating the world’s best experiences. Delaware North serves millions of guests each year in the sports, travel hospitality, restaurant and catering, lodging, gaming, and specialty retail industries. Learn more about Delaware North at

About Mastercard
Mastercard is a global technology company in the payments industry. Our mission is to connect and power an inclusive, digital economy that benefits everyone, everywhere by making transactions safe, simple, smart and accessible. Using secure data and networks, partnerships and passion, our innovations and solutions help individuals, financial institutions, governments and businesses realize their greatest potential. Our decency quotient, or DQ, drives our culture and everything we do inside and outside of our company. With connections across more than 210 countries and territories, we are building a sustainable world that unlocks priceless possibilities for all.

PHOTO CREDIT: Roberto Gonzalez/AP Images for Mastercard.