Overview

• A recent Associated Press survey found that about 80% of major college football schools, including Power 5 and Notre Dame, now sell beer and wine to fans on game days to attract attendees and generate revenue.
• The University of North Carolina has generated about $4 million in revenue from alcohol sales over the past five seasons, reflecting the significant potential monetary benefits of this trend.
• Since the SEC allowed the sale of alcohol at games in 2019, there has been a 175% increase in the number of Power 5 schools offering alcohol.
• Some universities such as Michigan are hesitant about offering alcohol sales in their largest venues, instead experimenting with alcohol sales at smaller sports events like basketball and hockey games.
• Despite the increase in alcohol sales, some fans still show preference for pre-game tailgating, citing stadium pricing and the social atmosphere as reasons to continue their traditional practices.