When the University of Missouri Tigers take the field, fans see more than touchdowns and tailgates. They also see soy innovation in action. Thanks to a dynamic partnership between the Missouri Soybean Merchandising Council (MSMC) and Mizzou Athletics, the Tigers are now being “Powered by Soy.”
This partnership is more than a slogan. It connects Missouri farmers with fans across the state, showcases cutting-edge uses of soy such as biodiesel and SOYLEIC beans, and celebrates the history of soybean innovation that started at Mizzou.
A Legacy Born in Columbia
Missouri Soybeans’ connection with Mizzou runs deep. In 1991, a small but groundbreaking research investment at the University of Missouri launched biodiesel innovation that would eventually grow into one of the nation’s most successful renewable fuels.
By re-introducing biodiesel to Tiger fans, the partnership celebrates those roots while reinforcing Missouri Soybeans’ ongoing role in advancing innovation.
At the heart of the partnership is the biodiesel-powered Tiger bus. The wrapped bus leads the Tiger Walk into Memorial Stadium on game days and provides transportation to Mizzou Athletics for away games. But the symbolism runs deeper: It’s a visible, moving reminder that soybeans power more than farms.
The partnership also extends inside Faurot Field. This year, fans can fuel up with SOYLEIC at each concession stand in the stadium.
The spotlight on SOYLEIC positions Missouri as a leader in healthy, sustainable food oils. Fans enjoying concessions at the stadium will soon realize the same oil being highlighted during the game is increasingly used in everyday cooking and food service, offering a trans-fat-free, heart-healthy option that also delivers premiums to farmers.
SOYLEIC is a non-GMO, high-oleic soybean trait developed through farmer-led, checkoff-funded research. It provides extended shelf life, greater stability in frying and health benefits that align with consumer demand. By bringing SOYLEIC into the concessions at Memorial Stadium, Missouri Soybeans demonstrates how innovation on the farm translates into everyday life for consumers — whether at home, in restaurants or in sports venues.
“This partnership is a point of pride,” said Mark Lehenbauer, Missouri Soybean Merchandising Council chair. “When fans see that biodiesel bus or learn that healthier oils like SOYLEIC are being served in concessions, they are witnessing the direct impact of Missourigrown soybeans.
‘M’ ore for Soybeans
These current contributions are just the beginning. Missouri Soybeans and Mizzou are continuing to explore new ways to showcase innovation on campus and beyond. Starting next year, as stadium construction wraps up, fans will also see SynLawn soy-based turf installed around the iconic “M” at Faurot Field — another visible reminder of how soybeans are powering innovation far beyond the farm.
SynLawn is a soy based alternative to petroleum turf, developed from the soybean checkoff and a partner of the USDA BioPreferred Program. By using soybean oil in its backing, SynLawn reduces reliance on non-renewable materials while creating new demand for Missouri soybeans. Its installation at Faurot Field will be both symbolic and practical, showing fans how agriculture provides sustainable solutions that enhance everyday experiences.
“We want every fan who steps into that stadium to know that soybeans matter — not just to farmers, but to their daily lives,” said Casey Wasser, Missouri Soybeans CEO and executive director. “Whether it’s biodiesel moving teams, healthier food oils feeding fans or soy-based products built into the field itself, this partnership shows agriculture’s role in powering Missouri’s future. It’s a creative and powerful way to bring farmers’ innovation to the forefront.”
Building Bridges between Campus and Farm
The Mizzou partnership also reinforces another critical relationship: the connection between Missouri farmers and the state’s flagship land-grant university. Through collaborations with the College of Agriculture, Food and Natural Resources (CAFNR) and the Missouri Soybean Center, checkoff dollars continue to fund cuttingedge research into sustainability, conservation, disease resistance and trait development.
Students, too, benefit from hands-on experience in soy research and market development. Internship opportunities, field trials and exposure to real-world applications help prepare the next generation of agricultural leaders.
By celebrating soy innovation in front of tens of thousands of fans, the partnership gives students and consumers a new way to connect with agriculture while reminding them of the state’s deep farm roots.
Missouri farmers are powering progress, both on and off the field. And that’s a story worth cheering for.
