Metallica performs in Lane Stadium at Virginia Tech May 7, 2025.
Marty Gordon
NRVsports@mainstreetnewspapers.com
Officials at Virginia Tech say this Spring’s Metallica concert was successful for everyone involved.
Mark Owczarski, the Associate Vice President of Marketing and Communications, spoke on the issue this past week.
After the field was replaced, the university made about just a bit over $1 million. Owczarski said yes, overall, the event went well.
“It was new territory for us and given all the ‘firsts’ involved and the fact we started with an event with many parts to it, we were pleased with the outcome,” he said.
The replacement of the football stadium’s turf was a big part of preparing for a concert that sat almost at the 50-yard line.
“Because of the requirements of the stage, the field was replaced per the contract of the event,” Owczarski said.
The crowd was estimated at 75,000 people paying $50 to $200 for individual tickets.
Metallica kept money from a percentage of the tickets and merchandise sold, while the school received funds from concessions, parking and percentage of ticket costs.
A big part of the concert also included partnering with the band on souvenirs and t-shirt sales.
The university’s licensing and trademarks team earned the 2025 Collegiate Licensing Company Best Product Partnership Award for its co-branded work with Metallica, celebrating a creative collaboration that fused a Hokie tradition with heavy metal energy. The award recognized the impact of a unique lineup of co-branded products. The collaboration reflects Virginia Tech’s commitment to brand storytelling.
“These awards mark the second consecutive year Virginia Tech has been nationally recognized for its brand licensing work,” said Heather Ducote, senior director of marketing and brand management.” Our team finds unique, innovative ways to tell the university’s brand story through product partnerships.”
The overall concert is something that Owczarski might consider again in the future.
“We would certainly entertain the request as there are many, many factors that go into a decision like that. Date, act, size of stage / event, coordination with area partners are among the many considerations that would need to be weighed.”
For now, the 2025 date will go down in history as Metallica finally played “Enter Sandman” in person.
