Nebraska Athletics and Aramark Sports + Entertainment (Aramark, NYSE: ARMK) have officially announced a multi-year partnership that will see Aramark managing all gameday food and beverage services, including concessions and premium spaces, across University of Nebraska athletic venues. This new agreement, set to begin this year, will cover the University’s Memorial Stadium, Bob Devaney Sports Center, and additional University-operated athletic facilities.
This move marks a significant expansion for Aramark, an award-winning food and beverage service provider known for its presence at over 60 premier stadiums, arenas, and sports facilities across North America. With this new partnership, the University of Nebraska becomes Aramark’s fourth client in the prestigious Big Ten Conference, joining the University of Iowa, the University of Minnesota, and the University of Washington.
Enhancing the Fan Experience with Innovation and Variety
Aramark’s expertise in stadium hospitality is expected to bring meaningful improvements to the fan experience at Nebraska’s athletic events. Among the key enhancements fans can look forward to are streamlined concession operations, an expanded variety of food and beverage choices, and continued commitment to featuring local fan favorites.
“We are thrilled to partner with Nebraska Athletics as we grow our presence in the Big Ten and throughout the NCAA,” said Alison Birdwell, President and CEO of Aramark Sports + Entertainment. “College sports fans are incredibly dedicated, and we take immense pride in delivering unforgettable food and beverage experiences through our fan-first philosophy. We eagerly anticipate welcoming Cornhuskers fans and showcasing our hospitality on every game day.”
One of the primary objectives of the partnership is to enhance efficiency at concession stands, ensuring that fans spend less time in line and more time enjoying the game. Leveraging its experience from other high-profile venues, Aramark plans to integrate technology-driven solutions, including mobile ordering and self-service kiosks, to facilitate faster transactions.
A Key Role in Nebraska Athletics’ Stadium Renovations
In addition to service improvements, Nebraska Athletics has ambitious plans for significant renovations to its football facilities in the coming years. Aramark will play a vital role in these developments, ensuring that upgrades align with modern hospitality trends while prioritizing fan satisfaction.
Memorial Stadium, home to the Nebraska Cornhuskers football team, is one of the most iconic venues in college sports. With renovations on the horizon, the stadium’s food and beverage infrastructure will undergo major updates, aimed at creating a more seamless and enjoyable experience for attendees. These enhancements will align with Nebraska’s commitment to maintaining its reputation as a top-tier destination for college football fans.
Bringing Alcohol Sales to Nebraska Athletics Venues
One of the most noteworthy aspects of the partnership is the introduction of alcohol sales at all University of Nebraska athletic venues, beginning with the 2025 season. The University’s decision to introduce alcohol sales follows a growing trend among collegiate programs seeking to modernize their game-day experience while maintaining responsible service practices.
“Aramark Sports + Entertainment is well known as an industry leader in the food and beverage services space,” said Troy Dannen, Director of Athletics at the University of Nebraska. “As we continually strive to provide the best fan experience possible at all of our venues, Aramark will have a great impact in making our concessions operations more efficient and providing fans with additional offerings. Additionally, Aramark has successfully assisted with the implementation of alcohol sales in several college stadiums in recent years, and their expertise in that area will be critical as we add alcohol sales in all of our venues beginning with the 2025 season.”
The move to introduce alcohol sales is expected to provide a revenue boost while aligning Nebraska Athletics with industry standards in major collegiate sports programs. Aramark has successfully facilitated alcohol sales at numerous college stadiums, implementing strict responsible service guidelines to ensure a safe and enjoyable experience for all guests.
Commitment to Local Flavors and Sustainability
Aramark’s food and beverage programs are known for integrating local culinary traditions, and Nebraska Athletics venues will be no exception. The company plans to incorporate local flavors into its offerings, providing fans with a mix of traditional stadium fare and regional favorites that celebrate Nebraska’s rich food culture.
Sustainability will also be a key focus, as Aramark continues to emphasize eco-friendly packaging, waste reduction initiatives, and locally sourced ingredients where possible. The company has successfully implemented similar sustainability efforts at other venues, and Nebraska fans can expect environmentally conscious solutions that enhance both the dining experience and the broader community impact.
A Bright Future for Nebraska Athletics’ Game-Day Experience
The new partnership between Nebraska Athletics and Aramark Sports + Entertainment signifies a forward-thinking approach to game-day hospitality, ensuring that fans enjoy a best-in-class experience at every event. With a focus on service efficiency, expanded food and beverage selections, stadium upgrades, and the introduction of alcohol sales, this collaboration is set to transform the way Cornhuskers fans experience sporting events.
By leveraging its expertise in stadium hospitality and innovative concession solutions, Aramark aims to enhance the vibrant energy that defines Nebraska’s athletic culture. Fans can look forward to a seamless, dynamic, and satisfying food and beverage experience as they cheer on their favorite teams in the seasons to come.
