Troy Aikman is trading the broadcast booth for the green room, but not in the way you’d expect. Nearly 25 years after retiring from the NFL, the Hall of Fame quarterback is expanding his footprint into the business and hospitality side of live entertainment through a new partnership with VENU’s luxury amphitheaters.

“Spent the evening in Colorado Springs shooting spots for a project I’m proud to be a part of – Venu Amphitheaters,” wrote Aikman on his Instagram. “Tulsa, McKinney, Houston, and El Paso on the way. These music venues are first in class. And yes, plenty of ice-cold EIGHT.”

VENU Holding Corporation develops Venu Amphitheaters, a series of luxury open-air venues. Currently, they are building five such amphitheaters in Oklahoma, Texas, and Colorado. The Ford Amphitheater, situated in Colorado Springs, has been operational since 2024 and is part of VENU’s broader partnership with Aikman and his company, Eight Elite Light Lager.

Besides the Colorado venue, the partnership extends across VENU’s amphitheater portfolio. With this collaboration, Troy Aikman is going to lend his name to the exclusive, custom-designed Aikman Club, a premium hospitality concept that is being incorporated across VENU’s amphitheater portfolio.

In his Instagram post, the Dallas Cowboys legend gave a glimpse of the newly built Aikman Club within the venue in Colorado Springs, where he also did the promotional shoot. The large seating area, along with the unobstructed view of the concert area, is designed to enhance the overall concert experience. The venue features premium hospitality offerings, including VIP suites and firepit seating designed to enhance the concert experience.

Moreover, the three-time Super Bowl champion’s company, Eight Elite Light Lager, is a key partner for several VENU amphitheaters, particularly in Texas and Oklahoma, where it is featured as a ‘powered by’ brand.

The former quarterback is currently enjoying a busy offseason between this collaboration and his expanding role in Miami.

Troy Aikman’s latest role brings a new challenge beyond ESPN broadcasting

Having joined ESPN in 2022, Aikman’s career as a color commentator spans over two decades, including a 20-year tenure at FOX. Besides his broadcasting duties, he recently started working with the Miami Dolphins earlier this year. Although the franchise initially hired him to lead the search for a new GM and coach, he will continue working with the Dolphins “in some capacity.

Throughout his NFL career, the Hall of Fame quarterback only suited up for the Dallas Cowboys, and following his retirement, he held off on taking a front office role for several years. The biggest reason behind Aikman not taking up such a role was his daughters. The ESPN analyst felt it would be “selfish” to take on new responsibilities when he could be spending time with them.

Appearing on the Rodeo Time podcast, the former NFL star reflected on his role with the Dolphins and expressed his desire to continue working with the franchise.

“This year, the Dolphins reached out to me and asked if I would help them in their GM search and head coaching search. It kind of caught me out of left field. I wasn’t expecting that,” Aikman said. “I dove into it and decided I would do it. Thoroughly enjoyed it and felt like I was of some help. Where that might go, I’m not sure. I’m going to continue to work with them in some capacity.”

While Aikman is blessed to work as an ESPN analyst, especially with Joe Buck on his side for the past 25 years, he also admitted that working with Miami has scratched whatever itch the legend had for working in a front office.