Partnership Expansion at Canvas Stadium Colorado State University has expanded its strategic partnership with Oak View Group (OVG), the Denver-based venue management company, securing live event programming at the 36,500-seat Canvas Stadium and extending OVG Hospitality's food and beverage services across CSU Athletics venues through a 10-year agreement. The deal also adds performance dining for the Rams football program. "We are thankful for our partnership with Oak View Group and look forward to expanding OVG's scope of work here on campus," said John Weber, Colorado State Director of Athletics. "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." Webber added that "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."
Pac-12 Move Drives Investment The expanded arrangement coincides with CSU's transition to the Pac-12 and broader facility investments at Canvas Stadium, including improvements aimed at strengthening competitive positioning and enhancing matchday experiences. OVG's expanded role includes booking concerts and other entertainment events beyond athletics. "Northern Colorado has demonstrated a strong appetite for live entertainment, and we've seen that firsthand through our work in the market," said Becky Colwell, President of Programming and Content at Oak View Group. "Expanding our partnership with Colorado State University gives us the opportunity to bring concerts and other live events to Canvas Stadium, creating new experiences for students, alumni, fans and the broader Fort Collins community." Ken Gaber, President of OVG Hospitality, noted that "our partnership with Colorado State University has always been centered on the fan experience, from showcasing local flavors to delivering exceptional hospitality on game day. We're excited to extend that commitment while expanding our support through performance dining that helps fuel student-athletes and elevates every aspect of the Rams experience."
Industry Footprint OVG Hospitality currently manages food and beverage operations at multiple Division I universities, including the University of Connecticut, Penn State, Kansas, USC, Arizona, Texas Tech, Villanova, VCU, Illinois, Texas, Missouri State, and Virginia Tech. OVG also books events at Canvas Stadium peers NC State, Tennessee, Tulsa, Iowa State, and Arkansas.
Why It Matters
For college athletics operators, this deal signals how venue management companies are consolidating control over multiple revenue streams—ticketing, hospitality, and ancillary programming—to maximize economic returns from campus facilities. As universities pursue conference realignment and capital upgrades, outsourcing these functions to specialized operators like OVG has become standard practice for maximizing fan engagement and operational efficiency.
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Written by FBM Publications Editors
