BACKSTAGE The SSE Arena, Belfast Announces New Local Partnership with Tayto

As part of this partnership, selected Tayto products have become available throughout the arena’s food and beverage outlets, ensuring that visitors can enjoy one of Northern Ireland’s most recognisable and nostalgic brands while attending their favourite concerts, sporting events, family shows, and more.

The SSE Arena has been Northern Ireland’s premier entertainment destination for 25 years, attracting more than 800,000 visitors annually. With already established local food and beverage partnerships with the likes of Titanic Distillers, United Wines, Henderson Group, and O’Reilly’s Wholesale, this new collaboration with Tayto adds to a roster of local partnerships that enhance the visitor experience in an authentic and meaningful way.

Kelly Kinsley-Smith, Corporate Development Manager at The Odyssey Trust, said: “We are incredibly proud to welcome Tayto to The SSE Arena. This is more than just a supplier agreement – it’s a partnership between two brands that are truly woven into the fabric of Northern Ireland. Tayto represents a sense of fun, familiarity, and local pride, all of which align perfectly with the values of our venue. We are committed to supporting homegrown success stories, and this collaboration is a fantastic example of that in action.”

Tayto, established in 1956, is one of Northern Ireland’s most recognised consumer brands. With its bold flavours, playful character, and steadfast commitment to quality, Tayto has become a household name across generations. The brand continues to hold a special place in the hearts of people across Northern Ireland, making it a fitting partner for The SSE Arena.

Elly Hunter, Marketing Director at Tayto, commented: “Tayto is incredibly proud of its Northern Irish heritage, and we are delighted to be partnering with one of the region’s most high-profile and respected venues. The SSE Arena is a place where memories are made, and we’re thrilled that Tayto will now be a part of those moments for thousands of fans and families. This partnership is a natural fit for us – it connects two iconic names and reflects our ongoing commitment to celebrating and supporting local.”

In addition to this new partnership, Tayto has also become the official crisp partner for W5, Northern Ireland’s award-winning science and discovery centre, which forms part of The Odyssey Trust, alongside The SSE Arena, the Belfast Giants, and W5 LIFE. This extended collaboration further demonstrates Tayto’s dedication to enhancing visitor experiences across the region through fun, flavour, and local connection.