The Univ. of Missouri has picked Sodexo Live as its new athletics venues concessionaire.
Sodexo Live partnered with Columbia, Mo.-based Upper Crust Food Service on its bid. Upper Crust is led by CEO and Mizzou grad Adam Guy.
Sodexo Live takes over from Levy, and inherits a Memorial Stadium that will look markedly different this coming fall when its $250M North End Zone project opens.
Tiger athletics generated $8.2M in food and beverage revenue in 2024, according to sales data obtained by SBJ through a public records request. The seven premium seating products and two clubs added in the north end zone -- 4,000 additional seats take the 100-year-old stadium’s capacity over 65,000 -- should boost F&B gross sales and per-cap numbers. Mizzou has sold alcohol at Tiger athletic events since the fall of 2019.
Sodexo Live’s other college athletics clients include the Texas, Ole Miss, Louisville, Florida, Cincinnati, and Miami (at Hard Rock Stadium). Mizzou was a welcome win for Sodexo after it was ousted at Michigan (by Levy).
