Mizzou Fans, Students and Columbia Community to Experience Game Day in a Whole New Way with Hospitality Overhaul
6/11/2026 7:30:00 AM | General
University of Missouri Athletics selects Sodexo Live! as New Hospitality Partner.
COLUMBIA, Mo. – Beginning this fall, Mizzou fans won't just watch the game; they'll taste, explore and experience a new era of game day.
Mizzou Athletics has selected Sodexo Live!, global hospitality partner to the world's most iconic venues, as its new hospitality partner in a multi-year agreement that will transform food, beverage and fan experience across Memorial Stadium, Mizzou Arena and all Mizzou Athletics venues.
Together with Columbia-based Upper Crust Food Service, Sodexo Live!'s operation will deliver a distinctive hospitality program grounded in deep local expertise and innovation. Known for its creative approach and strong community ties, Upper Crust brings a uniquely Columbia perspective that complements Sodexo Live!'s global scale and operational excellence. The result is a hospitality experience thoughtfully designed around Mizzou, its traditions, and the fans who bring the venue to life.
Fans will begin to see and taste what this means, with new local food partners, elevated concession offerings and interactive elements designed to make game day feel more like a festival than a transaction.
"At Sodexo Live!, we believe food and hospitality are central to the live event experience," said Belinda Oakley, CEO of Sodexo Live!. "From the moment fans arrive, every touchpoint should reflect the traditions of Mizzou and the spirit of the Columbia community. We see this partnership as an opportunity to create authentic, memorable experiences that deepen the connection between fans, the University, and the place they call home."
"This partnership with Sodexo Live! represents another important strategic step in advancing the fan experience at Mizzou," said Mizzou Director of Athletics Laird Veatch. "As we continue to ask more of our fans, it's essential that we continue to invest in the overall game-day experience at the same time. Together with Sodexo Live! and Upper Crust, we're reimagining what game day food and hospitality can feel like for our fans, our students and the entire Columbia community."
For Upper Crust CEO and former Mizzou athlete Adam Guy, the partnership is personal.
"As a former Tiger, helping shape the future game-day experience here is incredibly meaningful," said Guy. "We're combining Sodexo Live!'s global expertise with a deep local understanding to build something that truly reflects Mizzou and Columbia."
The timing of this new partnership aligns with a transformative period across Mizzou Athletics. From the $250 million renovation of Memorial Stadium during its 100-year anniversary to enhancements at Mizzou Arena and other competition facilities, the new hospitality program ensures a consistent, elevated fan experience across all sports and venues.
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