Alcohol Sales Extend Beyond Tailgating at College Football Games

25

Tailgating at college football games, with its festive mix of food and drinks, has long been ingrained in the sport’s culture, much like the game-day staples of offense and defense. Each Saturday, countless fans participate in this cherished ritual, indulging in grilled delights and cold beverages amidst games and good company.

J.J. McCarthy, the celebrated quarterback for the second-ranked Michigan team, shares that his father perhaps looks forward to the tailgating season with even more enthusiasm than he does for the actual games.

Historically, alcohol consumption was an activity confined to the tailgate parties outside the stadium. This is no longer the case. Over the past ten years, the sale of beer and wine within college football stadiums has emerged as a standard practice. This shift is part of the schools’ strategies to increase revenue and to offer additional incentives for fans who might prefer to watch the game from the comfort of their homes.

Research conducted by The Big Big News on Power Five conference schools, including Notre Dame, reveals that a striking 80%, or 55 out of 69 schools, now permit the sale of alcoholic beverages in the general concession areas during game days. Among the institutions not part of this statistic, some allow alcohol sales in private areas like luxury suites, while others maintain a strict policy against selling alcohol entirely.

The University of Wisconsin stands out as one of the schools that have historically refrained from alcohol sales to the general public during football games. However, it is exploring the introduction of such sales at its basketball and hockey events this season.

Mitchell Pinta, the Deputy Athletic Director at Wisconsin, mentions that they are considering the potential benefits to the fan experience, which could lead to a broader conversation about alcohol sales at their football venue, Camp Randall Stadium, based on their experiences at the Kohl Center and LaBahn Arena.

The sale of alcoholic beverages at football stadiums isn’t a new phenomenon, but the adoption of this practice has surged in recent years, particularly following the Southeastern Conference’s 2019 decision to permit alcohol sales. Adam Barry, a health behavior social scientist at Texas A&M, noted that this policy change led to a nationwide increase in alcohol availability within stadiums.

According to the same AP survey, there was a notable jump in the number of Power Five schools that began offering alcohol sales to the public at football games in 2019, with 19 institutions adopting the policy. Before that year, the practice was allowed by just 20 schools.

Since then, an additional 16 institutions, including Michigan State, Kentucky, and Stanford, have initiated alcohol sales at their football stadiums in the current season.

In Michigan, Governor Gretchen Whitmer signed a law in July that repealed the prohibition on alcohol sales at college sports events. Michigan State University adapted promptly to this legislative change.

Marlon Lynch, the Chief Safety Officer at Michigan State, expressed little hesitation about the move, noting that they were not the first to implement such a policy.

While Michigan State has taken the leap, the University of Michigan has decided to hold off on selling alcohol at its football stadium, the Big House, until they have observed the results from basketball and hockey games scheduled for later in the winter. They are also taking community feedback into account.

Warde Manuel, the Athletic Director at the University of Michigan, stated the importance of measured steps in this transition, given that alcohol sales have not traditionally been a part of their game-day culture.

University of Michigan Regent Paul Brown has expressed ambivalence regarding the decision, highlighting the distinct collegiate atmosphere that differs from professional sports venues where alcohol is commonly sold. He emphasizes the value this uniqueness brings to the university and his concerns about potentially diminishing that value.

Conversely, the University of North Carolina is celebrating its fifth season of alcohol sales at its games, offering popular options like Twisted Tea and Modelo. Jonathan Williams, a fan, observes that many will still prefer the more cost-effective tailgating experience to purchasing higher-priced drinks inside the stadium.

Financially, alcohol sales have proven beneficial for schools like the University of North Carolina, which saw a significant increase in sales, jumping from $320,213 in net sales during the 2019-20 season to quadruple that amount in the following year, with expectations for further growth.

Barry points out that athletic departments usually do not turn a profit, making the sale of alcohol an attractive new source of revenue.

Before the surprising victory of Pittsburgh over Louisville, fan Jen Margot, alongside her family, enjoyed their tailgate tradition of cornhole and barbecue paired with a selection of beers atop a parking structure near Acrisure Stadium, jokingly noting the more favorable tailgate prices.

Margot also mentioned that while the adults might purchase a drink or two inside, the tailgate atmosphere remains their preferred setting. She appreciates the availability of beer during the games but clarifies that it’s not their primary reason for attendance.

These developments reflect a broader trend in the integration of alcohol sales within the college football experience, a topic that continues to evolve with the changing landscape of fan engagement and revenue strategies for collegiate athletic departments.

Frequently Asked Questions (FAQs) about in-stadium alcohol sales

More about in-stadium alcohol sales

• College Football Tailgating Traditions
• The Big Big News Survey on Alcohol Sales
• Southeastern Conference (SEC) Decision on Alcohol Sales
• University of Wisconsin Athletics
• University of Michigan Athletics
• University of North Carolina Athletics
• Financial Impact of Alcohol Sales in College Sports
• Tailgating Culture in College Football
• Fan Preferences for Tailgating
• Revenue Generation in College Athletics