Georgia Signs Partnership with Does Entertainment in Step Toward Spring Concert

NCAA Football: Georgia Tech at Georgia — Nov 29, 2024; Athens, Georgia, USA; A general view of the stadium during the game between the Georgia Tech Yellow Jackets against the Georgia Bulldogs during the second half at Sanford Stadium. Mandatory Credit: Dale Zanine-Imagn Images

A concert is set to take place in the near future inside Georgia’s Sanford Stadium.

As revealed in a press release, Georgia Athletics announced that they have partnered with Does Entertainment, a talent acquisition firm that will begin the process of finding a performer to host the first concert in Sanford Stadium since 2013.

“Named Live Between the Hedges – a tribute to Georgia’s famed hedges that surround Dooley Field – Saturday, April 25, 2026, is the target date for the return to historic Sanford Stadium,” the statement said. “Headline performers and other details for the first show will be announced at a later date.”

Georgia athletic director Josh Brooks revealed his desire to see a concert held inside Sanford Stadium back in May. Following the UGAA board spring meeting, Brooks and University President Jere Morehead described the importance of finding alternative ways to generate revenue in the revenue-sharing era of college athletics.

“The idea of bringing concerts back to Sanford Stadium has been in the works for a long time, and I am excited to see it become a reality,” Brooks said in the statement. “Our partnership with Does Entertainment allows us to attract top talent to Athens for a one-of-a-kind show. While nothing compares to a football Saturday at Sanford Stadium, a big-name concert inside one of the most iconic venues in sports creates a tradition that Bulldog Nation and the surrounding area will enjoy.”

The need for more revenue comes as the athletic department is set to distribute up $20.5 million to its student athletes. Tuesday’s turn of the month marked the official start of the revenue-sharing following the settlement in the House v. NCAA case.

While no performer has been announced, Brooks did express his desire to see R.E.M. be the first to perform in Sanford Stadium since Jason Aldean, Luke Bryan, and others did so in 2013.

“We’re honored to team up with the University of Georgia and look forward to providing unforgettable concert experiences for UGA and its fans,” said CEO of Does Entertainment Jared Stone. “We are excited to contribute to the school’s rich tradition of excellence.”