Buying Beer At College Football Games: What's The Deal?

College football games are a time-honored tradition in the US, with passionate fans filling stadiums to cheer on their favorite teams. In recent years, there has been a growing trend of colleges allowing the sale of beer and other alcoholic beverages at these games, with 88% of schools selling alcohol in 2023. This shift marks a significant change from over a decade ago when alcohol sales were rare at college football stadiums, and it has sparked debates about revenue, student age restrictions, and the potential for security or legal issues. With a majority of fans in attendance being of legal drinking age, colleges are now tapping into a lucrative revenue stream, but it remains to be seen whether this trend will continue to expand or face pushback.

Alcohol sales at college football games are increasing

Several athletic departments have made the decision to allow anyone in attendance to buy a drink, and there are now only a handful of college football stadiums that don't serve alcohol. Of the 133 FBS schools in 2023, 117 (88%) will sell alcohol, with three schools – Kentucky, Michigan State, and Western Michigan – selling alcohol for the first time this season. The biggest jump in alcohol sales occurred in 2019, with 56 FBS schools starting to sell alcohol stadium-wide.

Alcohol sales have become a way for schools to bring in more revenue and attract fans to the venues. Texas A&M health behavior social scientist Adam Barry noted that after the SEC allowed schools to sell alcohol in 2019, "booze started to flow in stadiums from coast to coast." At the University of North Carolina, alcohol sales have brought in about $4 million, with net sales quadrupling in the last year.

While some schools have embraced alcohol sales as a way to boost revenue, others have resisted due to concerns about promoting alcohol abuse and the risk of security or legal issues. The age of the college student body is also a factor, as no one under the age of 21 can purchase alcohol at college football games.

Despite these concerns, the trend towards increasing alcohol sales at college football games is likely to continue, with universities recognizing the financial benefits and the demand from fans.

Alcohol is served in premium areas of some stadiums

Alcohol sales at college football games have become increasingly common in recent years. While it was once rare to find alcohol being sold at a college football stadium, it has now become the norm, with 80% of Power Five conference schools and Notre Dame selling alcohol in the public areas of their stadiums on game days. This shift has been driven in part by the NCAA and conferences loosening rules and allowing universities to sell alcohol, as well as the potential for increased revenue and fan attendance.

However, there are still some colleges and universities that do not allow the sale of alcohol at their football games, and it is important to note that alcohol sales are restricted to those of legal drinking age. In addition, some schools may only allow alcohol sales in premium areas or suites, rather than stadium-wide.

One example of a school that sells alcohol in premium seating locations but not to general attendees is the University of Georgia's Sanford Stadium. The University of Michigan is another school that does not sell alcohol during football games, although it is allowed at other athletic events such as basketball and hockey games.

The decision to sell alcohol at college football games can be a controversial one, as there are concerns about promoting alcohol abuse and the potential for security or legal issues. However, supporters of alcohol sales argue that it can be a significant revenue stream for universities and that it may even help to control alcohol consumption by providing a controlled environment for fans who would otherwise sneak in their own alcohol.

Overall, while alcohol is served in premium areas of some stadiums, the trend towards more widespread alcohol sales at college football games is likely to continue, with more and more schools joining the list of those allowing fans to enjoy the game with a beer in hand.

Beer sales can bring in more revenue

Alcohol sales generate hundreds of thousands of dollars for venues, and that doesn't account for the money brewers and distributors will pay to have their beer on the menu. For example, at the University of North Carolina, alcohol sales have contributed about $4 million in sales. West Virginia's athletic director Shane Lyons stated that the university makes "approximately $500,000 a year just in beer". Similarly, Troy's athletic director John Hartwell estimated that beer sales would bring in around $200,000 in revenue for the school.

Selling alcohol has become a way for schools to “bring in more revenue and attract fans into the venues". Iowa State Athletic Director Jamie Pollard expressed this sentiment, stating, "I'm torn on the idea of making [alcohol sales] available to everyone in the stadium. While I was once against it, I also realize that it's clearly a significant revenue stream in a day when we have to create revenue.”

Beer sales can also increase the number of fans in the stadium. Fans who would otherwise be tailgating and drinking beer outside the stadium might be more inclined to buy a ticket and sit in the stands if they could purchase a beer inside.

Beer is already being consumed at tailgates

The consumption of beer at tailgates is so prevalent that activities have been built around it. For example, the popular game of beer pong, which originated in fraternity houses and dorms, has now become a common feature at tailgate parties. Fans often choose to remain at these tailgates to continue drinking, rather than entering the stadium, especially if they will be unable to drink beer once inside.

While some colleges restrict tailgate hours and may end the party at kickoff or halftime, the presence of beer at these gatherings is undeniable. This has led to the question of whether allowing beer sales inside the stadium could encourage more fans to buy tickets and take their seats for the game.

In recent years, there has been a noticeable shift, with more and more schools opting to sell alcohol during college football games. This change can be attributed to the potential for increased revenue and a desire to attract more fans to the venues. While there were concerns about promoting alcohol abuse and the potential for security or legal issues, the demand for beer at college football games is evident, and universities are responding accordingly.

Alcohol sales are prohibited at championship events

In recent years, the NCAA and conferences have loosened rules, allowing universities to sell alcohol at regular-season events on campus. This has led to a boom in alcohol sales at college football games, with 88% of schools selling alcohol during the 2023 season. However, the NCAA still maintains its prohibition of alcohol sales at championship events, which are considered separate from regular-season games.

The rationale behind the prohibition of alcohol sales at championship events is to avoid promoting alcohol abuse and to prevent security and legal issues that may arise from alcohol consumption at games. The NCAA aims to maintain a family-friendly environment at championship events, ensuring that the focus remains on the sporting event itself rather than the consumption of alcohol.

Additionally, the NCAA recognizes that alcohol sales at championship events could send the wrong message to students and the wider community. While alcohol manufacturers are not promoting alcohol abuse or drunken behaviour, the NCAA wants to avoid any perception of associating itself with or glorifying alcohol consumption. This is particularly important given the young demographic that college sports attract.

As a result, alcohol sales are strictly prohibited at championship events, and host venues are required to cover up any alcohol advertising that may be present on site. This ensures that the focus remains on the athletes and the competition, creating a safe and enjoyable environment for all attendees, regardless of their age.

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