I can still remember standing on the field at Giants Stadium, before it became MetLife, looking up at 80,000 excited fans. I felt the electric pulse of the stadium, and it still sometimes gives me goosebumps when I think about it—where the roar of the crowd blends with the vibrant colors of the teams and the stadium. The signage of sponsors, the smells of concessions, the anticipation of what could happen next, all combines to create a magical experience. And as those memories are being made, there is also a lot of money being made. Beyond the sensory thrills of taking in a game, stadium concessions are a cornerstone of the sports economy, generating billions in revenue and shaping how fans engage with the game. In 2023 according to Grand View Research, the U.S. sports concession market was estimated at over $10 billion, with projections suggesting it could reach $12 billion by 2025. This growth reflects fans’ willingness to splurge on premium offerings, from $15 craft beers to gourmet burgers, underscoring the high value placed on the stadium experience.

Today when I attend sporting events, I take notice of fans lining up for their favorite snacks, what foods and beverages are popular and it’s true that fan excitement is as palpable for stadium food as the game itself, especially for the casual fan.  And while menu development and offerings are heavily driven by fan demand, there is a lot going on behind the scenes of concessions and hospitality gamedays in the form of intricate partnerships that drive this revenue. Teams collaborate with food service conglomerates like Aramark and Levy, often through complex revenue-sharing contracts that maximize profits while enhancing the fan experience. These deals ensure that every nacho sold contributes to both the team’s bottom line and the vendor’s success while delivering a memorable and engaging fan experience.

Regional flavors are a key driver of concession sales. At Eagles games, Philly cheesesteaks are a must, while Fenway Park offers lobster rolls that scream New England. These local staples do more than satisfy hunger—they support regional suppliers, creating a ripple effect for local economies. According to Simplot Foods, 78% of stadium-goers order food, spending an average of $32 per visit, with 52% of purchases driven by impulse. This spending fuels not just stadium operations but also local businesses supplying ingredients.

Technology is transforming the concession landscape. Mobile ordering platforms like SeatServe allow fans to order food directly to their seats, reducing wait times and boosting satisfaction. However, challenges like timely delivery during peak game moments persist. Despite these hurdles, innovations like checkout-free stores are gaining traction. Lumen Field in Seattle for instance, saw an 85% increase in transactions and a 112% increase in sales after introducing Amazon’s Just Walk Out stores, which AI driven technology and RFID tags enabled fans to make purchases and skip waiting in lines. (Stadium Tech Report). These stores, where fans scan a card, grab items, and leave without checking out, grew from 44 in 2022 to 141 by 2023, signaling a shift toward seamless, tech-driven experiences that we see today.

The economic impact of concessions extends beyond the stadium as well. Local suppliers benefit from contracts to provide fresh produce or craft beverages, while seasonal jobs at concession stands provide employment opportunities. However, some stakeholders contend that stadiums merely divert spending from other local businesses, like restaurants or bars, rather than creating new economic activity. While this debate still continues, the data suggests that concessions enhance the fan experience, encouraging higher per capita spending and an overall net positive for the club.

As we enter half-time of 2025, stadiums are embracing premium and diverse food options—think vegan nachos or sushi—to cater to evolving tastes. Food halls and marketplaces within venues create a food court like food atmosphere, encouraging fans to linger and spend more. With over 300 global stadiums expected to undergo renovations or new builds in 2025 (Deloitte), the focus on enhancing concessions will only grow. As the demand for food and sports innovation continues to grow, I see a future where technology and culinary innovation converge to make every game a feast for the senses and a boon for the economy.