Sanford Stadium, home to the storied Georgia Bulldogs, is gearing up to make a return to the concert scene for the first time since 2013. This landmark venue, which can accommodate over 93,000 fans, last transformed itself into a concert hotspot almost a decade ago, and Georgia’s athletic director Josh Brooks is hoping to bring in a major act for the spring of 2026.
Brooks reflects on the importance of exploring new revenue streams, especially as the landscape of college athletics continues to evolve. “We have to continue to be creative in looking at different ways to drive revenue in more ways than ever before,” he noted at a recent meeting at the Ritz-Carlton Lodge. It’s a sentiment many athletic departments are echoing as they adapt to the changing dynamics of collegiate sports and the implementation of institutional NIL payments.
While Brooks is keen to attract big names, he also appreciates the logistical challenges that come with orchestrating an event of this magnitude. The last concert at Sanford Stadium featured country luminaries Jason Aldean and Luke Bryan, and Brooks is optimistic about bringing a similar level of star power to the venue. He has his sights set on the period after Georgia’s spring game in April and before graduation festivities in May.
UGA President Jere Morehead lightened the discussion by poking fun at Brooks, jokingly asking if he would take the stage as the opening act. Brooks quipped back, humorously suggesting that the budget might not accommodate his “performance.” This light-hearted exchange underscores the community spirit that such events can foster, offering benefits not only to the university but also to the City of Athens.
Tanner Stines, the associate athletic director in charge of facilities and capital projects, is at the helm of this endeavor. “There’s a lot that goes into it obviously, but that’s something we’re working on,” Brooks explained. The concert isn’t just an entertainment opportunity; it’s a strategic move to draw visitors and generate revenue for the athletic department and the local economy.
In a nod to Athens’ rich musical heritage, Brooks dreamt big when asked about potential headlining acts. He openly expressed his wish to bring back R.E.M., the iconic band that called it quits in 2011. “Look, I’m going to keep saying it until they get sick of hearing it,” Brooks said with a grin. His passion for the idea reflects a vision that melds community, culture, and collegiate pride—a concert at Sanford Stadium could serve as a celebration of all that Athens and the University of Georgia hold dear.
As plans unfold towards that hopeful spring day in 2026, the prospect of a concert at such a legendary venue adds another layer to the Bulldogs’ rich narrative. The excitement is palpable, and if Brooks gets his way, Sanford Stadium will once again echo with music, bringing the community together in a unique and thrilling way.
