COLUMBIA, Mo. – Mizzou game day is about to taste a whole lot more like home. This football season, Sodexo Live!, Mizzou Athletics and Columbia-based Upper Crust Food Service are bringing new flavors and fresh takes to Memorial Stadium, with local favorites and new culinary offerings giving fans even more to enjoy when they cheer on the Tigers.
For the first time, fans will be able to enjoy Shakespeare’s Pizza, bringing one of Columbia’s most iconic food traditions directly into the game-day experience.
“As we looked at the new hospitality offerings we wanted to bring to fans this season, we wanted to focus on food that feels like home while giving fans new reasons to explore and enjoy the game-day experience,” said Brian Gaskill, Regional Vice President, Sodexo Live!. “Shakespeare’s is a huge part of Columbia, and we know how excited fans will be to see it in the stadium. We’re bringing a strong lineup of local favorites, Missouri flavors and some fun new takes on game-day classics straight to fans.”
Partnerships are at the heart of bringing the flavor of Columbia and greater Missouri to Memorial Stadium. Sodexo Live! and Upper Crust Food Service are also bringing beloved local businesses, including Champ’s Chicken, Buck’s Ice Cream and Mya’s Gourmet Popcorn, to game days at Memorial Stadium. Together, these partnerships showcase the businesses and flavors that are part of the fabric of Columbia while adding a distinctly local touch to the fan experience.
“We’re excited to welcome more of Columbia and Missouri’s great local flavors to Mizzou game days,” said Mizzou Director of Athletics Laird Veatch. “Our new partnership with Sodexo Live! gives us an opportunity to elevate the food and hospitality experience throughout Memorial Stadium, and Adam Guy has been instrumental in helping bring that vision to life. We’re grateful for his commitment and his contributions to this new operation, and we’re thrilled to showcase businesses and flavors our fans know and love while creating an even better game-day experience for Tiger fans.”
From the concourse to the suite level, fans will see upgraded hospitality throughout with refreshed menus, elevated fan favorites and new offerings on tap. The result is a broader mix of options designed to give fans more variety and make every part of game day a little more exciting.
The concession lineup is getting a fresh update, too, with new takes on some of gameday’s biggest favorites. New offerings include hand-breaded Southern-style Tiger Tenders, a Kansas City Burnt End Hot Dog and two new Stack Burgers, including a classic take and the Smokehouse, giving fans more bold and satisfying options to enjoy throughout the game.
Fans can also make a difference while enjoying gameday favorites. A portion of the proceeds from every refillable souvenir soda cup sold at Memorial Stadium will benefit Every True Tiger Brands, Mizzou’s official Name, Image and Likeness (NIL) marketing agency.
“As a former Tiger, I know how much Mizzou means to this community, and food is a huge part of that connection,” said Adam Guy, CEO of Upper Crust Food Service. “Shakespeare’s is part of the fabric of Columbia, so bringing it into the stadium is incredibly exciting. We’re taking flavors people already know and love and putting them right where the Tigers are playing. That’s what makes this partnership so special.”
Sodexo Live! and Upper Crust are combining global hospitality expertise with deep local roots to create a program that reflects the character of Mizzou and the Columbia community.
These updates come during a transformative period for Mizzou Athletics, including the $250 million renovation of Memorial Stadium during its 100-year anniversary season, as well as enhancements at Mizzou Arena and other competition facilities.
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