A $20,000 football suite with luxe food is latest money machine for colleges
By Rachel Phua and Maggie Shiltagh, Bloomberg News
Hours before kickoff in a game pitting Arizona State University against Texas Christian University, the atmosphere feels more fine-dining than college football. A chef is carving chili-rubbed prime rib. Nearby, a bartender shakes up this week’s featured cocktail, a tangerine-hued, mango-flavored Spicy Rita.
Those premium offerings at the football stadium in Tempe, Arizona, are free for fans in the most expensive seats, like four-person field boxes that cost $20,000 a year. Upstairs, concession stands are prepping for the proletariat, but even there choices go beyond traditional fare to get a little luxe: $18 pulled-pork sandwiches, $15 birria tacos and a $10 Texas-themed hot dog with cowboy caviar and barbecue sauce — a nod to ASU’s opponent.
Fancy food, bespoke sips and a deluge of alcohol are taking over university stadiums and arenas across the country, becoming a critical source of revenue amid the explosion in money tied to college sports and shift to paying high-profile student athletes. Athletic-department revenue at colleges with top-tier football programs surged to almost $12 billion in 2024, up 32% from a decade earlier even after adjusting for inflation. Schools will pay out some $1.5 billion to athletes this year, marking the first time they’re allowed to directly compensate players, according to Opendorse, a company that helps connect players with sponsorship deals.