Nebraska Athletics Leverages Memorial Stadium for Revenue Beyond Football
In an era where college sports are increasingly commercialized, Memorial Stadium is finding new life beyond its traditional role as the home of Husker football. The venue, typically reserved for football events, is being transformed into a hub for entertainment and sports to generate additional income.
This diversification strategy has proven lucrative, with Nebraska Athletics reporting $3.5 million in profits from hosting a Zach Bryan concert and a Savannah Bananas baseball game. “With the way college athletics has changed and revenue sharing, amongst other things, it’s turned into ‘How do you generate additional revenue within the facilities and buildings that you have on site?’” said Seth Dorsey, Nebraska Athletics Chief Financial Officer.
The stadium’s schedule is filling up with diverse events. Following a recent performance by the Boys from Oklahoma Tour, Cole Swindell is set to play this Saturday after the North Dakota-Nebraska football game. While exact profit figures from the Boys from Oklahoma concert remain undisclosed, the department’s ventures into concerts and sports events are clearly paying off.
Beyond the immediate future, the Big Red Rebuild—a $600 million renovation project—will soon commence, limiting Memorial Stadium’s availability. During this period, Nebraska Athletics plans to explore alternate venues such as the Bob Devaney Sports Center for smaller events, including concerts and possibly professional sports. Still, nothing is confirmed yet.
Dorsey also noted the potential for hosting different sports, including volleyball, due to its significance in Nebraska. “Volleyball is very important to the state of Nebraska,” he emphasized. “And that’s not just college, it’s pro as well. So, I would say never say never. We’re always talking to different professional leagues about things, but right now, nothing [is] contracted.”
While the stadium undergoes renovations over the next 18 to 24 months, smaller events are still planned. One such event is Upper Deck Golf, which will transform the stadium into a golf driving range from October 16-17.
