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Oklahoma Cites Fan Experience In Decision To Expand Alcohol Sales

Expanding alcohol sales is part of a broader push by Oklahoma to lure fans, especially those in their 20sGETTY IMAGES

Univ. of Oklahoma officials indicated that the school's move to expand the sale of alcoholic beverages to all sporting events "isn’t so much about financial gains as it is about fan experience," according to Jenni Carlson of the OKLAHOMAN. OU President Jim Gallogly, who resigned last night, and OU AD Joe Castiglione talked about "how small a drop in the bucket beer revenues have been since the school started a pilot program last year." After seven months of alcohol sales at basketball, baseball and softball games, there has been "only about $80,000 in revenue." There is "no doubt that number will rise" when sales begin at football games, but "even if revenue quadruples, $320,000 isn’t a game-changer." Beer "isn’t a magic elixir, but selling it is a signal to young folks" that any given game is also "an event." Even though alcohol sales "aren't a significant money-maker now," they are "part of a broader push to lure fans, especially 20-somethings, then keep them coming back." That is "absolutely about financial gain" (OKLAHOMAN, 5/11).

CLOSER LOOK: OU first sold beer at Oklahoma Memorial Stadium during the football spring game last month, and Castiglione said that "approximately 6,000 beers were sold to a crowd of 50,000." In Norman, Joe Buettner noted OU has "not experienced any significant incidents from the added concession-stand item, which has been sold at athletic events and concerts at Lloyd Noble Center this spring" (NORMAN TRANSCRIPT, 5/11). In Tulsa, Eric Bailey noted revenues from alcohol sales "will be allocated for facilities, capital projects and programs for the benefit of the patrons and the fan experience" (TULSA WORLD, 5/11).

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