WVU began selling alcohol to fans in '11 and has been followed by other schools in the Big 12 and nationwideGETTY IMAGES
Six of the 10 schools within the Big 12 either have "full-fledged beer programs to the public or are currently amidst an experimental pilot program stage," according to Sean Isabella of CNHINEWS.com. What started as a "guinea pig moment for West Virginia’s athletic department" in '11 has led to a "growing trend among its Big 12 counterparts and colleges nationwide." The previously "touchy subject of public alcohol sales at college sporting events is becoming reality for programs attempting to keep up with revenue and fan enhancement challenges." WVU AD Shane Lyons said, "Somebody had to be the first to go out. People wanted to make sure the model was going to work and you didn't have additional problems. I think others were looking at their peer groups. I can't speak for the others, but what I have at least heard is, using Texas as an example, theirs is doing extremely well." UT Associate AD/Communications John Bianco said that the school generated more than $3M in "revenue from alcohol sales at football games" in '17. Meanwhile, Lyons said that WVU "generated around $600,000 in beer sales based off a 52-48 commission split" with concessionaire Sodexo. Kansas Associate AD/Public Affairs Jim Marchiony said that the school "recently began a midseason spring pilot program at baseball and softball games." Kansas State Exec Associate AD/External Operations & Chief Revenue Officer Scott Garrett said that alcohol sales at baseball games "average $1,500 to $2,000 per game during a schedule of around 30 games." Kansas State receives an "average upfront fee of $85,000, $33,000 of which comes from public sales at baseball games" (CNHINEWS.com, 5/11).
