The Game Plan: College Stadiums
With stadium tours booming and venues in short supply, US college stadiums are filling the gap. IQ explores whether they're built for mega productions
Feature By Lisa Henderson | 30 July 2026
In the face of intensifying financial pressure, college sports programmes are increasingly turning to concerts as a way to monetise the off-season. Often cheaper to book, larger in capacity, and located in the middle of underserved fanbases, these venues are increasingly winning over the world’s biggest artists.
In the past couple of years, Taylor Swift, Beyoncé, BTS, Shakira, and Coldplay have touched base at college stadiums. This year, with the World Cup locking up stadiums west of Kansas City…
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