A rendering from Populous of the new Baylor Stadium. (Photo by Baylor University)

It will mark SMG’s first foray into a collegiate football stadium and Baylor University’s first step into private management. Baylor University in Waco, Texas, contracted SMG for preopening services from Sept. 1 through its new stadium’s opening next summer.

According to SMG’s Exec. VP of Stadiums and Arenas Doug Thornton, the $260-million, 45,000-seat stadium designed by architec...

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