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Stadium Concessions: A Multi-Billion Dollar Industry

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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.

Nothing Brings Us Together Like Food and Sports

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In a world where politics and societal differences often pull us apart, there’s a simple truth I’ve seen proven time and again in my 20+ years of working with sports, agriculture, and food brands: nothing brings us together like food and sports. These two forces have an unmatched ability to bridge divides, elicit joy, and create shared moments that transcend our differences. Drawing from my experience crafting campaigns for global brands and advising startups, I’ve witnessed how food and sports unite communities in ways few other things can.

The Universal Language of Food and Sports

Food and sports are more than pastimes—they’re universal languages that speak to our shared humanity. Whether it’s tailgating with wings and burgers before a football game or gathering around a crawfish boil before cheering on a local team, these moments create bonds that cut through political noise or cultural divides. I’ve seen this firsthand in campaigns I’ve led, like one for a Dairy brand where we hosted farmers to flip the coin toss at high school football games. Families from all walks of life came together, sharing stories while cheering for their team. The result? A 30% increase in community engagement and a stronger sense of unity.

Food and sports tap into something primal—nourishment for the body and passion for the soul. They remind us of what we have in common, no matter our backgrounds.

Building Bridges Through Shared Experiences

In my work, I’ve seen how food and sports create shared experiences that dissolve barriers. For a dairy brand campaign, we partnered with a professional baseball team to create “Family Game Nights” at the stadium, featuring farm-to-table food trucks and player meet-and-greets. Fans who might never agree on politics found common ground over a love for the game and a shared appreciation for fresh, local cheese and ice cream. The campaign boosted brand loyalty by 18% and left attendees talking about the experience for weeks.

These moments work because food and sports are inherently inclusive. A perfectly grilled hot dog or a clutch game-winning play doesn’t care about your voting record—it just brings people together in celebration. When the Cubs won the World Series in 2016, it was one of the happiest moments of my life. Everyone from everywhere was hugging and high-fiving in Wrigleyville that night. Strangers became friends in the winning moment. That is the power of Sport. And without barley and hops farmers, Harry Caray would not have Budweisers.  

Amplifying Community Through Grassroots Initiatives

Grassroots efforts are where food and sports shine brightest in uniting communities. I’ve advised produce brands to sponsor youth sports leagues, setting up “healthy snack stations” at games where parents and kids learn about nutrition while bonding over soccer or basketball. One initiative I led for a vegetable brand involved donating fresh produce to local sports programs and hosting cooking demos with athletes. The result was a 22% increase in brand awareness and countless stories of families reconnecting over meals and games. These initiatives show that when you combine food and sports, you’re not just marketing—you’re building community.

Telling Authentic Stories That Resonate

Over the years I’ve learned that authenticity is key to connecting with audiences, and food and sports are perfect vehicles for telling real, relatable stories. For a poultry brand, we created a social media campaign featuring athletes and farmers sharing high-protein recipes and their personal stories of hard work and teamwork. The series, shared across Instagram and TikTok, garnered over 700,000 views and sparked conversations about health, family, and community. By focusing on the shared values of dedication and nourishment, we cut through divisive noise and created a narrative that resonated universally.

A Call to Brands: Unite Through Food and Sports

In today’s polarized world, agriculture and food brands have a unique opportunity to lean into the unifying power of food and sports. Whether it’s sponsoring a local team, hosting community events, or partnering with athletes to share authentic stories, the formula is simple: create moments where people can gather, eat, and cheer together. My work has shown me that these moments don’t just sell products—they build trust, foster connection, and remind us of our shared humanity.

Let’s harness the power of food and sports to bring people together. If you’re a brand looking to tell a story that unites, I’d love to connect and explore how we can make it happen. After all, in a world that often feels divided, nothing brings us together like a good meal and a great game.

Follow me on LinkedIn for more insights on how food and sports can transform your brand’s story, or reach out to discuss your next campaign!