Super Bowl concessions prove quite costly, including $11 for a soda

Brent Schrotenboer

HOUSTON — These are the Super Bowl food and drink prices that Aramark, the Super Bowl concessionaire, declined to reveal to USA TODAY Sports prior to Sunday’s game:

A view of concession food before Super Bowl LI at NRG Stadium on Feb. 5.

  • A soda and pretzel combo costs $17.
  • A hot dog is $8.
  • A 16-ounce Bud Light is $12.
  • And if you only want a soda, it’s $11 for 32 ounces, but it includes the plastic souvenir cup.

“It’s expensive,” Japan Times journalist Satoru Otsubo said after buying a hot dog prior to Sunday’s game at NRG Stadium.

But it’s not surprising, either. “It’s the American style,” Otsubo said with a laugh.

Welcome to the NFL’s biggest event, where the league and related businesses try to vacuum up every extra dime they can. Call it Super Bowl inflation.


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During the regular season, the average price of a hot dog and 16-ounce beer is $5.19 and $7.38, respectively, according to Team Marketing Report, a publisher of sports marketing information. At a Houston Texans game in the same stadium, a hot dog cost $5.75 during the regular season, according to Team Marketing Report.

By comparison, a 24-ounce can of Bud Light at Main Street Market in downtown Houston costs $4.99. And it’s only $1.49 for a 20-ounce bottle of water at the same place. At the Super Bowl here, a bottle of water costs $6.

Sunday’s prices still are on par with previous Super Bowls, which benefit from monopolizing the concessions in the stadium. On Saturday, it even cost $50 to park in a lot three blocks away from the Super Bowl festivities downtown.

“I don’t care about that,” a New England Patriots fan said about the prices after buying a hot dog at NRG Stadium.

“I’m good,” he said before walking away.

That’s usually how it works. Many of the fans attending the game already paid a king’s ransom for tickets. What’s an extra $11 for a soda?

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