State Farm Stadium
State Farm Stadium is a 1.7 million sq ft multipurpose sports and entertainment venue in Glendale, Arizona, owned by AZSTA and operated by ASM Global. It serves as the home of the NFL's Arizona Cardinals and hosts the annual Fiesta Bowl, concerts, trade shows, and large-scale corporate and social events.
- Company typePrivate
- Founded2006
- HeadquartersGlendale, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What State Farm Stadium does
State Farm Stadium is a multipurpose sports and entertainment venue located in the Glendale Sports & Entertainment District in Glendale, Arizona. The venue is owned by the Arizona Sports & Tourism Authority (AZSTA), a municipal corporation established through Arizona legislation and voter approval in 2000, and is operated by ASM Global, a private venue management firm. Originally opened in 2006 as University of Phoenix Stadium, it was rebranded to State Farm Stadium following a naming rights agreement with State Farm Insurance. It serves as the home venue for the NFL's Arizona Cardinals — the oldest continuously operated professional football franchise, with every home game sold out since the stadium's opening — and hosts the annual Vrbo Fiesta Bowl as part of the College Football Playoff system. Beyond its NFL and college football commitments, the venue has hosted three Super Bowls (2008, 2015, 2023), two NCAA Men's Final Four tournaments (2017, 2024), the 2016 Copa America Centenario, and major touring concerts.
The 1.7 million square foot facility has 64,000 fixed seats expandable to over 73,000 and features two proprietary engineering systems that are unique in North America: a retractable natural grass field tray (Tifway 419, 234 feet by 403 feet, weighing 19 million pounds, moved on 546 steel wheels along 13 tracks and deployable in approximately 70 minutes) and a retractable roof powered by a 480-horsepower system that opens in approximately 7 minutes. The venue offers a layered product set including the 109,600 sq ft Stadium Floor event space (capable of hosting up to 650 trade show booths or 10,000 theater-style attendees), multiple premium hospitality venues (Bubble Lounge, Club Lounges, Red Zone Bridge, Fifth Quarter Deck, Exclusive Suites, Loge Boxes, Club Cabanas, Party Porches, Casa Roja at the Fifty by Lexus), and a guided tour program (Behind the Scenes, Private, Field Roll-In, Gameday Prep, and Virtual tours).
The revenue model combines six streams: ticketing commissions via SeatGeek (excluding Cardinals games, which are sold direct), premium seating sales through the pa.exchange marketplace, private event rentals (trade shows, corporate events, weddings, banquets) processed via RFP, F&B concessions operated by Craft Culinary Concepts, parking on the adjacent 20,685-space Sportsman's Park, and stadium tour admissions. Operating partnerships span ASM Global (management), Legends Global (facility operations), Craft Culinary Concepts (exclusive F&B), S.A.F.E. Management (event staffing), Insignia Event Services (AV), Fanatics (merchandise), and SeatGeek (ticketing). The venue operates as fully cashless, accepting credit/debit cards plus Apple Pay, Google Pay, and Samsung Pay.
State Farm Stadium firmographics
Firmographics- Name
- State Farm Stadium
- Legal name
- State Farm Stadium
- Website
- https://statefarmstadium.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- State Farm Stadium is a 1.7 million sq ft multipurpose sports and entertainment venue in Glendale, Arizona, owned by AZSTA and operated by ASM Global. It serves as the home of the NFL's Arizona Cardinals and hosts the annual Fiesta Bowl, concerts, trade shows, and large-scale corporate and social events.
- Ownership category
- akta.pro rank
State Farm Stadium industry classification
Industry- Product category
- Sports & Entertainment Venue Services
- NAICS
- Spectator Sports (7112), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Professional & Major League Stadiums (MPAKAEAA)
- akta.pro secondary industries
- Arena & Stadium Operations (Large-Capacity Venues) (MPAGALAA), Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF)
Keywords
Where State Farm Stadium is headquartered
LocationHeadquarters
- HQ city
- Glendale
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
State Farm Stadium business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales, Technology or R&D
Revenue model
- Event Ticketing: Revenue from ticket sales for NFL games, concerts, trade shows, and other events. Primary ticketing through SeatGeek partnership with commission-based model.
- Premium Seating: Revenue from exclusive suites, private lofts, field boxes, club cabanas, party porches, and premium club seats. Sold through pa.exchange marketplace platform.
- Private Event Rental: Venue rental revenue from hosting trade shows, corporate events, banquets, galas, weddings, holiday parties, and assemblies in flexible spaces including Stadium Floor (109,600 sq ft), Club Lounges, and other event spaces.
- Food and Beverage: Concession revenue from Craft Culinary Concepts partnership including beer, wine, cocktails, chicken, sandwiches, pizza, nachos, and local cuisine vendors throughout the stadium.
- Parking: Revenue from event parking in Sportsman's Park with over 20,685 parking spaces. Includes general parking, preferred parking, ADA parking, and oversized vehicle/RV parking.
- Stadium Tours: Revenue from behind-the-scenes tours including general tours (75-90 minutes), private tours, field roll-in tours, and gameday prep tours. Spanish-speaking tours available.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Behind the Scenes Tour - Standard |
| One time/ perpetual license | Multi-year contract | Private Tour |
| One time/ perpetual license | Multi-year contract | Spanish-Speaking Tour |
| One time/ perpetual license | Pay-as-you-go | Front Row Card Show Admission |
| One time/ perpetual license | Pay-as-you-go | Maricopa County Home & Landscape Show |
| Subscription | Multi-year contract | Premium Seating Options |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels6 records
State Farm Stadium product offering
Product offeringCore offering
State Farm Stadium is a multi-purpose sports and entertainment venue that hosts Arizona Cardinals NFL home games, the annual Vrbo Fiesta Bowl, NCAA and international soccer events, major concert tours, trade shows, corporate events, weddings, and other large-scale gatherings. The venue offers flexible event spaces, premium seating (suites, lofts, field boxes, club cabanas, party porches), a fully cashless concession operation, and multiple guided stadium tour products, all enabled by its first-of-its-kind retractable natural grass field and retractable roof.
Product overview
State Farm Stadium is a premier multipurpose sports and entertainment venue located in Glendale, Arizona. The venue operates a platform of event spaces and services including: the Stadium Floor (109,600 sq. ft. retractable-floor venue for large-scale events), Club Lounges (three renovated lounges totaling 3,730-4,450 sq. ft.), Bubble Lounge (first NFL champagne bar at 2,950 sq. ft.), The Tail Feather (Art Deco event space at 1,030 sq. ft.), Visiting Team Locker Room (3,078 sq. ft.), Red Zone Bridge (11,000+ sq. ft. with panoramic views), and Fifth Quarter Deck (14,000 sq. ft. highest-level space). Premium seating options include Exclusive Suites (18-24 tickets), Casa Roja at the Fifty by Lexus, Party Lofts, Loge Boxes (8 tickets), Club Cabanas (6-12 tickets), Party Porches (16-28 tickets), and Gila River Club Level Tickets. The venue offers multiple tour products (Behind the Scenes Tours, Private Tours, Field Roll In Tours, Gameday Prep Tours, Virtual Tours) and hosts various event types (trade shows/expos, banquets/galas, corporate events/meetings, holiday parties, weddings/socials, assemblies). The stadium serves as home to the NFL's Arizona Cardinals and the annual Fiesta Bowl, and is managed by ASM Global under ownership of the Arizona Sports & Tourism Authority (AZSTA).
Differentiator
Problem solved
Functional benefit
Products and services
- Stadium Floor 109,600 sq. ft. of flexible indoor event space with a retractable floor and direct drive-in access; hosts up to 4,500 banquet guests, 10,000 theater-style attendees, or 650 exhibit booths. Targeted at event organizers hosting trade shows, galas, and large corporate functions.
- Club Lounges Three renovated lounges (3,730-4,450 sq. ft. each) with stadium floor views, built-in bar and buffet area, capacity for 100-200 seated guests. For corporate and social event hosts.
- Bubble Lounge 2,950 sq. ft. exclusive event space with the first champagne bar in the NFL, luxurious lounge furniture, large stone bar, digital monitors, private restrooms; accommodates up to 75 seated guests. For premium private event clients.
- The Tail Feather 1,030 sq. ft. Art Deco semi-private event space with dedicated bar, crystal chandelier feature, multiple seating areas, fixed lounge seating for 42 guests, and stadium bowl views. For networking events and cocktail receptions.
- Visiting Team Locker Room Event Space 3,078 sq. ft. unique event space in the NFL Visiting Team Locker Room, ideal for team building or cocktail receptions, with built-in bar and large food service area; capacity of 120 banquet or 75 classroom-style. For corporate team-building clients.
- Red Zone Bridge Over 11,000 sq. ft. exclusive main-level event space with panoramic views of the stadium floor and exterior field tray; accommodates up to 900 guests for receptions or 460 for banquets. For large receptions and banquets.
- Fifth Quarter Deck Approximately 14,000 sq. ft. highest-level event space with vistas of the entire stadium floor; accommodates up to 1,200 guests for receptions or 700 for banquets. For large-scale receptions and corporate galas.
- Exclusive Suite Experience Private suite with choice of 18 or 24 tickets, parking passes, upscale private experience, exquisite food and beverage menus, and dedicated premium attendant service. For corporate hospitality and luxury group clients.
- Casa Roja at the Fifty by Lexus Premium hospitality experience including 2+ tickets in prime location, parking passes, 3 drink tokens, upscale appetizer selection, and refined shared atmosphere. For luxury gameday clients.
- Party Loft Experience Premium loft seating option with food and beverage available for purchase in suite for an elevated event day experience. For groups seeking premium loft views.
- Loge Box Elevated event day experience including 8 tickets, expanded food and beverage selection, and dedicated premium attendant. For small group premium clients.
- Club Cabana Exclusive club level experience including 6, 7, or 12 tickets, exclusive stadium entry access, luxurious club level amenities, and enhanced food and beverage selections. For mid-size premium group clients.
- Party Porch Elevated gameday experience including 16 or 28 tickets, expanded food and beverage offerings, and personalized premium service. For large group premium hospitality clients.
- Gila River Club Level Tickets Club level ticket experience with minimum 2 tickets, exclusive entry access, and expanded food and beverage selections. For smaller premium groups and individual luxury clients.
- Behind the Scenes Tours Guided 75-90 minute stadium tours covering the Cardinals Hall of Famers area, Press Conference Room, NFL Visiting Team Locker Room, Press Box, and exclusive Private Loft; wheelchair accessible. Sold via SeatGeek. For individual tourists, families, and sports fans.
- Private Tours Exclusive private stadium tours for groups including corporate groups or social outings; bookable almost anytime subject to stadium events; must be booked at least 14 days in advance; start at $100 for up to 5 guests with discounts for educational institutions. For private groups, corporate outings, and educational institutions.
- Field Roll In Tours Exclusive experience showcasing the stadium's retractable natural grass field, the first of its kind in North America, offered two days prior to gameday at 2:00 PM and 4:00 PM. For sports fans and engineering enthusiasts.
- Gameday Prep Tour Behind-the-scenes look at stadium preparation for gameday with the field in place and final touches underway, exploring key areas before the crowd arrives. For NFL fans seeking premium gameday experiences.
- Virtual Tour Online virtual tour experience of State Farm Stadium accessible at sfstadium.com. For remote fans, schools, and prospects unable to visit in person.
- Trade Shows & Expos Hosting Large-scale trade show and expo hosting service utilizing over 160,000 sq. ft. of unobstructed event space with capacity for up to 650 10x10' vendor booths. For trade show organizers and expo producers.
- Banquets & Galas Hosting Formal banquet and gala event hosting with ample seating capacity and customizable options for events of all sizes. For corporate event planners, nonprofits, and social hosts.
- Corporate Events & Meetings Hosting Corporate event and meeting hosting with customizable event layouts, tailored menus, and cutting-edge audiovisual equipment. For corporate meeting planners and enterprise clients.
- Holiday Parties Hosting
- Weddings & Socials Hosting Wedding and social event hosting with stunning event spaces, customizable options, and professional amenities. For engaged couples and social event hosts.
- Assemblies Hosting Large-scale assembly hosting including graduations with customizable configurations and state-of-the-art AV system. For schools, universities, and large organizations.
- Event Parking at Sportsman's Park Event parking across over 20,685 spaces at Sportsman's Park, including general parking, preferred parking, ADA parking, and oversized vehicle/RV parking. For event attendees and tailgaters.
- Food & Beverage Concessions Concession food and beverage service operated by Craft Culinary Concepts, offering beer, wine, cocktails, chicken, sandwiches, pizza, nachos, and local Arizona cuisine vendors throughout the stadium. For event attendees.
Companies that use State Farm Stadium
Customer profileNamed customers9 records
Segments6 records
Ideal customer profiles4 records
State Farm Stadium technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature3 records
State Farm Stadium partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered flagship, core and minor.
- Arizona CardinalsflagshipThe Arizona Cardinals are the NFL team that calls State Farm Stadium home. Founded in 1898, they are the oldest continuously operated professional football franchise. The team has sold out every home game since the stadium's 2006 opening. The partnership includes game hosting, premium seating collaboration, and joint marketing efforts.
- Fiesta BowlcoreThe Fiesta Bowl organization hosts the annual Vrbo Fiesta Bowl at State Farm Stadium each year, along with other elite events. Fiesta Bowl Charities has contributed over $25 million to Arizona nonprofits and schools over the past eight years.
- Arizona Sports and Tourism Authority (AZSTA)flagshipAZSTA is the municipal corporation that owns State Farm Stadium. Created through legislative action and voter approval in 2000, AZSTA oversaw the stadium's design and construction completed in 2006. AZSTA continues to manage hotel bed and rental car tax revenues supporting youth sports, tourism promotion, and Cactus League baseball.
- ASM GlobalcoreASM Global is the world's leading venue and event management company, managing State Farm Stadium operations. With operations spanning five continents and over 350 venues, ASM Global provides custom-tailored solutions and innovative technologies for venue management.
- Legends GlobalcoreLegends Global is identified as the facility management company for State Farm Stadium, handling day-to-day venue operations, premium seating sales, and hospitality services.
- SeatGeekcoreSeatGeek is the primary ticketing partner for State Farm Stadium events, excluding Arizona Cardinals games. The partnership involves ticket distribution, parking sales, and premium seating through the SeatGeek platform.
- Craft Culinary ConceptscoreCraft Culinary Concepts is the exclusive food and beverage provider at State Farm Stadium, offering diverse concession options using fresh, locally sourced ingredients. The partnership includes multiple food stations throughout the stadium featuring local Arizona cuisine.
- S.A.F.E. ManagementcoreS.A.F.E. Management is the exclusive event staffing partner for State Farm Stadium, providing event security guards, guest services team members, and courtesy staff. The company is recognized as an industry pioneer in event staffing services.
- FanaticsminorFanatics is the global leader in licensed sports merchandise, operating the Arizona Cardinals Team Shop at State Farm Stadium and providing merchandise stands throughout the venue.
- Sportsman's ParkcoreSportsman's Park is the adjacent 15,000+ parking space facility operated by AZSTA that provides tailgating areas, RV parking, and event parking for State Farm Stadium. Features over 5 acres of lush lawns for outdoor event space.
Scale indicators15 records
Recent moves6 records
Expansion highlights5 records
State Farm Stadium competitors and assessment
Company assessmentDirect peers
- AT&T Stadium: Dallas Cowboys' home in Arlington, TX, with retractable roof and end-zone HD video board. Comparable large-capacity NFL venue hosting NFL games, college football, Final Fours, major concerts, and trade shows.
- Allegiant Stadium: Las Vegas NFL venue (Raiders) and host of Super Bowl LVIII, featuring a retractable field and natural grass. Comparable multi-purpose NFL/major-event stadium competing for marquee events like Super Bowls, Final Fours, and major concerts.
- Hard Rock Stadium: Miami Dolphins' home and host of multiple Super Bowls, college football, and major concerts including Formula 1 Miami Grand Prix. Comparable warm-weather NFL venue hosting marquee events with similar premium seating suite products.
- NRG Stadium: Houston Texans' home with retractable roof, hosting Super Bowls, college football, and major concerts. Comparable NFL venue with retractable roof feature used for climate-controlled events and trade shows in a hot-climate metro.
- U.S. Bank Stadium: Minnesota Vikings' home in Minneapolis with translucent fixed roof, host of Super Bowl LII and Final Four. Comparable enclosed NFL stadium with major concert and trade-show business and similar premium hospitality offerings.
- Caesars Superdome: New Orleans Saints' home, host of multiple Super Bowls and College Football Playoff national championships. Comparable major NFL/multi-purpose venue hosting mega-events, college football, and large-scale exhibitions.
- Mercedes-Benz Stadium: Atlanta Falcons and Atlanta United home with retractable roof and 360-degree HD video halo board. Comparable multi-purpose NFL/MLS/soccer stadium hosting Super Bowl LIII and SEC Championship with similar premium suites and tour business.
- SoFi Stadium: Multi-purpose NFL and entertainment venue in Inglewood, CA, home of the LA Rams and LA Chargers, hosting Super Bowls and major tours. Directly comparable as a marquee NFL stadium with premium suites, large event space, and major concert business.
- Lucas Oil Stadium: Indianapolis Colts' home with retractable roof, host of Super Bowl XLVI and multiple Final Fours. Directly comparable on retractable-roof architecture, NFL tenancy, and major-event hosting (Combine, Big Ten Championship).
Regional players
- Chase Field: Phoenix Diamondbacks' MLB venue with retractable roof, located in the same Phoenix metro. Comparable retractable-roof sports/entertainment venue operating private events, tours, and premium experiences, but with a different sport focus and smaller capacity.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
State Farm Stadium social profiles
Digital presenceState Farm Stadium financial estimates
Financial estimateRevenue estimate
Valuation estimate
State Farm Stadium leadership team
Management profileNumber of profiles
State Farm Stadium funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
State Farm Stadium M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about State Farm Stadium
What does State Farm Stadium do?
State Farm Stadium is a multi-purpose sports and entertainment venue that hosts Arizona Cardinals NFL home games, the annual Vrbo Fiesta Bowl, NCAA and international soccer events, major concert tours, trade shows, corporate events, weddings, and other large-scale gatherings. The venue offers flexible event spaces, premium seating (suites, lofts, field boxes, club cabanas, party porches), a fully cashless concession operation, and multiple guided stadium tour products, all enabled by its first-of-its-kind retractable natural grass field and retractable roof.
Is State Farm Stadium a public or private company?
State Farm Stadium is a private company. It is classified as state government owned and is currently operating.
When was State Farm Stadium founded?
State Farm Stadium was founded in 2006. It employs 11 to 50 people.
Where is State Farm Stadium based?
State Farm Stadium is headquartered in Glendale, United States, in the North America region.
How does State Farm Stadium make money?
Six revenue lines are on record. Event Ticketing is the primary driver. The others are premium Seating, private Event Rental, food and Beverage, parking and stadium Tours.
Who are State Farm Stadium's main competitors?
Direct peers on record are AT&T Stadium, Allegiant Stadium, Hard Rock Stadium, NRG Stadium, U.S. Bank Stadium, Caesars Superdome, Mercedes-Benz Stadium, SoFi Stadium and Lucas Oil Stadium. Chase Field is listed as a regional player.
Does State Farm Stadium have an API?
No public API is recorded for State Farm Stadium.
What industry is State Farm Stadium in?
State Farm Stadium's product category is Sports & Entertainment Venue Services. Its primary akta.pro industry code is MPAKAEAA, Professional & Major League Stadiums, with a secondary code of MPAGALAA, Arena & Stadium Operations (Large-Capacity Venues). Its NAICS code is 7112 and its SIC code is 7900.