There’s a new corporate name beaming from the Gillette Stadium jumbotron: NWN.
The Boston-based IT provider this week announced a five-year partnership with The Kraft Group that involves overhauling the tech systems throughout the Krafts’ businesses, including its packaging manufacturing and sports operations. Terms of the deal aren’t being disclosed, but signage rights at Gillette in Foxborough come with the deal.
The work started earlier this year, with a replacement of the Krafts’ phone systems. But with NWN’s artificial intelligence expertise, the potential for this deal goes well beyond making phone calls. Among other things, Kraft Group chief information officer Mike Israel sees efficiency savings at a Rand-Whitney factory in Montville, by tracking how long trucks sit in loading docks, and a more fun experience at Gillette, by giving fans the opportunity to use facial recognition to access their digital wallets and “unlock” their game tickets or buy concessions. The AI tech can also be used to spot when someone climbs a fence, or when a stadium bathroom needs to be restocked.
“What it means for us ... is taking decisions that may be sitting in a report or a dashboard, and bringing them to life,” Israel said.
He said Robert Kraft and son Jonathan Kraft, the company’s top two executives, are pushing the Kraft Group to be more creative and entrepreneurial. NWN’s contract will help with that, he said.
“There’s that drive to move fast and be adaptive,” Israel added. “That comes right now from the top. That pushes us forward at lightning speed in terms of innovation.”
The new contract comes as the Kraft Group is building a new football practice facility in Foxborough and is preparing to put up a soccer stadium in Everett. The company is also preparing to host seven World Cup games in Foxborough next year — the equivalent, per Israel, to hosting seven Super Bowl games within a matter of six weeks.
The Kraft Group represents a high-profile customer for NWN, which cleared about $1 billion in sales last year. The Kraft Group, NWN chief executive Joe Sullivan noted, is one of the largest private companies in the country. “It’s a great fit,” Sullivan said. “We’re incredibly appreciative of the opportunity.”
This is an installment of our weekly Bold Types column about the movers and shakers on Boston’s business scene.
Jon Chesto can be reached at jon.chesto@globe.com. Follow him @jonchesto.