Liberty Sports Group, a sports and entertainment company, and its food and beverage division, Front Row Hospitality, have entered a multiyear partnership with Shift4, a global leader in payments and commerce technology.

Under this agreement, Shift4 will serve as the exclusive technology provider for Liberty’s growing portfolio of sports, entertainment, and hospitality venues across North America. The collaboration aims to improve the guest experience by bringing all venue commerce onto one modern platform.

Enhancing the Fan Experience with SkyTab Venue
Liberty Sports Group will implement Shift4’s SkyTab Venue technology, a complete point of sale and guest experience system. This will simplify every purchase point, from buying food and drinks to shopping for merchandise online and in person.

“This partnership is a significant move in how we connect technology across our venues,” said William Anderson, Chief Strategy Officer of Liberty Sports Group. “SkyTab Venue provides our operators the tools and flexibility they need to improve performance and deliver a smooth guest experience from entry to exit.”

By integrating Shift4’s commerce technology, which is already used in thousands of leading sports venues, Liberty’s clients will benefit from:

• Unified Operations: A single system for food, beverage, retail, and e commerce, improving efficiency and data visibility.

• A Smoother Fan Journey: Faster checkout and better mobile ordering to reduce wait times and increase satisfaction.

• Increased Profitability: Tools that help clients run more efficiently and profitably across all areas of revenue.

Joe Scott, Vice President of Growth and Strategic Partnerships at Liberty Sports Group, added, “Shift4’s platform allows us to connect every part of the fan experience while helping our clients operate more profitably. It is a strong match of technology and hospitality that improves our service to partners.”

This partnership supports Liberty Sports Group’s goal of building a modern, integrated technology foundation for its expanding network of venues, teams, and live events.

About Liberty Sports Group
Founded in 2008 and based in New York City, Liberty Sports Group is a vertically integrated sports and entertainment company. Through brands including Front Row Hospitality, Liberty inVenue, Liberty Live, and DCI Projects, LSG offers services in venue management, food and beverage, live event production, sponsorship, and brand strategy across North America.