LevelUp is continuing its expansion, announcing today that it has signed with Centerplate, the concessionaire at KFC Yum! Center in Lousiville, Ky. Now visitors to events at the 22,000-seat arena can pay with their mobile phones using LevelUp at any of 200 merchandise and hospitality stands.

"New technology that improves the fan experience is something we're always looking for at Centerplate," says Greg Lesperance, chief information officer at Centerplate. "This partnership with LevelUp is a perfect example of our fan-focused approach: hospitality powered by technology."

Centerplate has installed LevelUp's "interchange zero network" at every register, meaning that transactions using LevelUp won't cost Centerplate anything in credit card processing fees. That's a win for Centerplate. For fans at the arena, using LevelUp should mean faster lines and, in addition, concession and merchandise credits. That's good for them.

As for LevelUp, landing a deal with a major arena like the KFC Yum! Center means a higher profile and the introduction of 22,000 fans at every concert or basketball game to their payment method in a contained retail environment. That's obviously a big win for them as well.

"The KFC Yum! Center is at the forefront of the mobile payment revolution by adopting LevelUp at massive scale throughout the arena," said LevelUp Chief Ninja Seth Priebatsch. "Now anyone visiting the KFC Yum! Center can have a dead-simple way to pay and get rewarded for their loyalty. We're excited to be a part of such an innovative approach from Lousiville's largest venue."

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