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Sportservice social success: a six-month snapshot 

VOL 27 ISSUE 1, Jan. 5, 2026

Main caption: Social media collaborations with professional teams, including the Columbus Blue Jackets (left) and the Detroit Tigers (right), have strengthened Delaware North Sportservice’s online presence.

Delaware North’s social media presence focused on the Sportservice division has continued to increase over the last six months with major events such as Major League Baseball (MLB) postseason games and the start of National Hockey League (NHL), National Basketball Association (NBA) and National Football League (NFL) seasons, as well as a focused strategy built on team partnerships, creator content and Instagram collaboration posts. 

Delaware North’s social media teams measure performance through views (reach) and interactions (likes, comments, shares, saves) – illustrating how many people see and engage with Delaware North Sportservice content.  

Major wins on social media 

  • MLB Postseason success: The Delaware North Sportservice social team successfully created a postseason collaboration post with the Milwaukee Brewers’ Instagram page (740,000 followers) highlighting the viral “Murph’s Pocket Pancakes” and other limited-time offerings for the playoffs at American Family Field, which garnered 321,000 views and 2,800 interactions. The account featured a collaboration menu post with the Detroit Tigers directly (1.1 million followers), highlighting postseason offerings. This post received 520,000 views and 23,000 interactions.  
  • Professional team collaborations: First-ever Instagram collaborations with NHL team accounts, including the Detroit Red Wings (993,000 followers), Columbus Blue Jackets (471,000 followers) and Buffalo Sabres (509,000 followers), and the MLB team account Atlanta Braves (1.9 million followers) – put the Sportservice brand front and center on official team pages. 

  • The Stadium Eats account (11,700 followers), run by Front Office Sports, has highlighted multiple Delaware North locations and their interesting concessions, most recently a viral post for the CinnaBEC (bacon, egg and cheese on a cinnamon bun) at UBS Arena, home of the New York Islanders.  
  • MetLife Stadium was featured in a Front Office Sports’ highlight guided by content creator Eric Hammer, who continues to work with Delaware North. Front Office Sports featured a 15-minute video on their YouTube channel (89,300 subscribers), which has over 27,000 views. The video was also clipped for Instagram and TikTok and currently has a total of 42,500 views and 1,038 interactions on those platforms. 
  • After the All-Star Game at Truist Park, Cameron Guzzo’s All-Star Axe video went viral. The collaboration video has garnered 1 million views and 74,600 interactions since the July event. 
  • Influencer Eric Hammer (169,000 followers) received a behind-the-scenes tour of Delaware North’s operations at Petco Park and posted a collaboration highlighting top items during the postseason, which garnered 131,000 views and 11,300 interactions. Hammer also reviewed MetLife Stadium at the start of the season. He posted a review of Progressive Field, including a meeting with Executive Chef Vishnu Nath, covering popular menu items. He also made a stop at Busch Stadium this summer. Additionally, he featured a “Top 15 Stadium Bites of 2025” video that highlighted four locations where Delaware North serves as hospitality provider: Busch Stadium, Globe Life Field, Petco Park and UBS Arena. 

Event and influencer activations

Influencer Eric Hammer made a stop at several locations where Delaware North operates, including Busch Stadium
Creator Cameron Guzzo during the MLB All-Star Game at Truist Park
Comerica Park Executive Chef Mark Szubeczak showing off stadium eats
TV personality Matt James (right) and Lambeau Field Executive Chef Zac Ladubec (left)
Influencers in a suite during a creator event at KeyBank Center
“Home for the Holidays” spread at KeyBank Center

  • KeyBank Center hosted several creators in the Delaware North suite last month and provided a “Home for the Holidays” spread. In addition to featuring multiple Instagram stories throughout the night, one creator, Shawn DePaz, gave Delaware North and the KeyBank Center team a shout out on a podcast episode of What Chaos! (about the 23-minute mark.) 
  • Chef Reactions (2.1M followers) visited Comerica Park and Little Caesars Arena this year. He posted a glowing review of the top food items, as well as the chefs and culinary teams behind the scenes at Delaware North’s concessions operations and streetside restaurants in Detroit. Currently, the collaboration video on Instagram for Little Caesars Arena has 494,000 views and 24.1k interactions. The video covering the new Priority Club and Executive Chef Mark Szubeczak at Comerica Park has 606,000 views and 25,400 interactions. 
  • Influencer and television personality Matt James (887,000 followers) visited Lambeau Field in November and met Executive Zac Ladubec. His video about all the offerings was posted as a collaboration with the Green Bay Packers Instagram page, garnering 1.3 million views and 78,300 interactions.

These efforts reflect the growing strength of Sportservice’s digital strategy and how collaboration – across teams, stadiums and creators – helps spotlight Delaware North’s culinary offerings to fans nationwide. 

If your Sportservice location has a great food story, new menu item or you want to schedule an influencer visit, reach out to Stephanie Cain for ways to collaborate and share your work. 

Don’t forget to follow and engage with Delaware North Sportservice to see the latest content.  

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