College stadiums are quietly becoming some of the most valuable hospitality real estate in America—and the operators who program them 365 days a year, not just seven Saturdays a fall, are the ones winning. Colorado State University just made a big move in that direction.
On August 10, 2026, CSU announced it is expanding its partnership with Oak View Group (OVG), the Denver-based global leader in premium live entertainment infrastructure and services. The deal bundles three things that matter to any venue operator: a 10-year extension of OVG Hospitality's food and beverage services across CSU Athletics venues, a new live event booking mandate to bring concerts and special events to the 36,500-seat Canvas Stadium, and the addition of performance dining for the Rams football program.
Three Deals in One: F&B, Bookings, and Athlete Nutrition
The headline for hospitality pros is the extension itself. OVG Hospitality's food-and-beverage contract across CSU Athletics venues is now locked in for another decade—a long runway that signals confidence on both sides and gives the operator room to invest in the fan experience.
But the more strategic addition is booking. OVG will now use its live event expertise to secure concerts and special events at Canvas Stadium, positioning the on-campus venue as Northern Colorado's premier destination for large-scale live entertainment. The third piece—performance dining for Rams football—extends OVG's remit beyond the concourse and into student-athlete nutrition.
"We are thankful for our partnership with Oak View Group and look forward to expanding OVG's scope of work here on campus. As we continue to expand the profile of Canvas Stadium as the premier destination in Northern Colorado for large-scale live entertainment, we look forward to collaborating with OVG and its outstanding reputation in the live event industry to help us secure additional events," said John Weber, Colorado State Director of Athletics. "OVG has been a great partner to Colorado State University for many years, providing the best in hospitality, food-and-drink and service at all our athletic events. Their commitment to continue to enhance the fan experience on gameday and to fuel our student-athletes' nutrition is critical and exciting."
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
