SBD/September 21, 2011/Colleges

In the Studio: More Colleges Eyeing Public Beer Sales To Generate Revenue In Football Games

As a companion to his cover story in this week’s SportsBusiness Journal, reporter Don Muret talks about what some colleges are doing to tap into a new source of game-day revenue: beer sales at public concessions in on-campus stadiums. West Virginia Univ. AD Oliver Luck expects beer sales to generate “more than half a million dollars annually” in revenue, while at the same time helping address problems with alcohol abuse on campus. Muret: “Binge drinking was a big problem in the parking lots, but they feel that by eliminating the ‘passout policy,’ where people can no longer go out to the tailgate lots at halftime, coupled with sales in the public spaces, that’s going to control it.” Many observers expect more schools to consider beer sales during football games, particularly as expenses continue to rise on campus. Muret: “Schools are charging major-league ticket prices, so (fans) demand and expect major-league amenities, such as beer.” Read Muret’s full story in this week’s issue and watch the full video below.
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